Hafele India has launched a new set of campaign films featuring brand ambassador Sachin Tendulkar, extending its “Maximising What Matters the Most” platform.
The latest phase explores how Hafele’s solutions fit different lifestyles, routines and household preferences. It builds on earlier product-led and slice-of-life storytelling, presenting practical innovations through familiar domestic situations.
The first film highlights Hafele Dishwashers, showing their ability to clean up to 100 utensils in one cycle. Tendulkar’s association with the number 100 becomes the central creative device, linking a functional benefit with a memorable cultural reference. Another film will follow.
Tendulkar appears alongside Ajay Bhaiya, who plays a member of his household staff. The films were shot at Hafele’s Design Centre in Mahalaxmi, Mumbai, using a home-like setting to demonstrate product functionality.
Frank Schloeder, managing director, Hafele South Asia, said the campaign reflects the company’s focus on creating solutions that respond to how people experience their spaces.
Shweta Rangra, vice president, marketing, Hafele India, said the films turn product propositions into simple stories audiences can connect with. Across the campaign, Hafele aims to show how thoughtful design combines convenience, functionality and personalisation, helping people maximise the value of their spaces and focus on what matters most.
