New digital series highlights everyday functionality of Häfele products in real-life home settings
Häfele India, in partnership with brand ambassador Sachin Tendulkar, has launched the second film in its digital campaign series titled ‘Maximising What Matters’. The campaign continues to spotlight the brand’s core philosophy – “Maximising the Value of Space. Together.” – by shifting focus from brand awareness to product integration in daily life.
Set inside Sachin Tendulkar’s kitchen, the campaign comprises a series of six short films, each highlighting a different Häfele solution. The first film focused on MatrixBox Premium+ Drawer Systems, while the second builds on that narrative, reinforcing product utility through storytelling rooted in real-life use.
Real Conversations, Real Spaces
Joining Sachin in the films is Ajay Bhaiya, a new character who plays a member of his home staff. Their light, relatable interactions demonstrate how Häfele products are designed for functionality, efficiency, and ease of use in everyday settings.
Frank Schloeder, Managing Director, Häfele South Asia, said:
“With the second phase of our campaign featuring Sachin Tendulkar, we are evolving from telling people who we are to showing them what we do. Our goal is to demonstrate how Häfele’s intelligent solutions enhance daily living through relatable, real-world moments.”
Focus on Functionality and Storytelling
Shweta Rangra, Vice President, Marketing, Häfele India, added:
“This year, our storytelling is rooted in simplicity and purpose. We’re creating product-led narratives that focus on core benefits while maintaining warmth and emotional relevance. Our digital-first approach is aimed at driving mid-funnel engagement, visibility, and deeper audience connection.”
The campaign is being rolled out in phases across digital platforms, with each film tailored to spotlight one key Häfele product and its everyday value. The films were shot at Häfele’s Design Centre in Mahalaxmi, Mumbai, giving viewers a real sense of the products in a functional home setting.
Sachin Tendulkar on Everyday Living
Sachin Tendulkar, Brand Ambassador, Häfele:
“The kitchen is one of the most engaging spaces in any home. It’s where conversations begin, memories are made, and families connect. Häfele’s thoughtful designs support this kind of living. I’m proud to be part of a story that puts everyday needs and human connection at the heart of innovation.”
Campaign Vision
‘Maximising What Matters’ reflects Häfele’s commitment to innovation, practicality, and user-centered design. By weaving product features into relatable, lifestyle-based stories, the campaign aims to demonstrate how thoughtful solutions can elevate the quality of everyday living-from storage to design efficiency.
Stay tuned as more films from the series roll out, each offering a fresh perspective on how smart space solutions can redefine the way we live and interact with our homes.
