Six-part series set in Sachin’s kitchen highlights Hafele’s space-maximising solutions

Hafele India, in collaboration with its brand ambassador Sachin Tendulkar, has launched a new digital campaign series rooted in the brand’s purpose: “Maximising the Value of Space. Together.” This campaign goes beyond awareness, illustrating how Hafele products add functional value to everyday living.

Titled “Maximising what matters the most,” the series adopts a fresh narrative approach centered on product usability and relatable experiences. Set entirely in Sachin’s kitchen, the six short films showcase Hafele solutions in action, beginning with the MatrixBox Premium+ Drawer Systems in the first installment.

The storytelling is enhanced with the presence of Ajay Bhaiya, a trusted house staff character, whose interactions with Sachin highlight the simplicity and practicality of Hafele’s innovations in daily routines.

Frank Schloeder, Managing Director, Hafele South Asia, stated:

“With the second phase of our campaign featuring Sachin Tendulkar, we move from brand introduction to demonstrating real-life value. This evolution allows us to show-not just tell-how Hafele solutions integrate into everyday life to enhance functionality and comfort.”

The campaign spans Hafele’s wide portfolio, including kitchen solutions, built-in and small appliances, lighting, and surfaces, underscoring their contribution to intelligent, efficient living spaces.

Shweta Rangra, Vice President – Marketing, Hafele India, added:

“Our focus this year is on clear, product-led storytelling that moves beyond awareness to build deeper engagement. Each film highlights key product benefits through warm and visual narratives. Digital platforms will be central to our strategy, helping us build stronger emotional and functional connections with consumers.”

Sachin Tendulkar, Hafele’s brand ambassador, shared:

“The kitchen has always been a meaningful space for me-it’s where conversations spark, memories form, and families come together. Hafele’s thoughtful design philosophy supports those everyday moments. I’m proud to be part of a campaign that captures what truly matters in our lives.”

The six-part series will be released in phases across digital platforms, with each film spotlighting a specific Hafele product and its role in improving the experience of daily living.