Hafele and Sachin Tendulkar Continue to ‘Maximise What Matters the Most’ with Customised Spaces

The latest film showcases how Hafele solutions can be tailored to individual lifestyles and preferences, bringing a more personal dimension to the brand’s continuing campaign narrative.

Mumbai (Maharashtra) [India], September 10: Hafele India brings a fresh perspective to its continuing campaign with brand ambassador Sachin Tendulkar, taking forward the established hook, “Maximising what matters the most.” Building on the relatable, product-led storytelling of its previous films, the latest chapter brings everyday functionality to life through simple, memorable narratives that demonstrate the tangible value of Hafele’s solutions.

Rooted in Hafele’s brand purpose, “Maximising the Value of Space. Together.”, the campaign puts individual routines and preferences at the centre of its storytelling. Recognising that priorities differ from one household to another, the films demonstrate how Hafele’s solutions respond to the way people experience and use their kitchens, bringing ease to daily routines so they can focus on what they value, while enabling greater personalisation and design freedom.

The campaign continues its familiar slice-of-life storytelling with Sachin Tendulkar and Ajay Bhaiya, whose on-screen camaraderie brings warmth and relatability to everyday moments at home. Following the first film featuring Hafele Dishwashers, the second film shifts the focus to Hafele Customisable Cabinet Fronts, highlighting how an extensive choice of colours, materials and finishes allows homeowners to create a kitchen that reflects their individual style and preferences. Through a simple, relatable narrative, the film demonstrates how personalisation can make a space feel truly your own, while reinforcing the campaign’s central thought of “Maximising what matters the most.”

Mr. Frank Schloeder, Managing Director, Hafele South Asia, shares,“Homes are becoming increasingly personal, with people looking for solutions that allow their spaces to reflect their individual lifestyles and preferences. At Hafele, we believe personalisation is about more than choice; it is about giving people the freedom to bring their vision to life while delivering the quality, precision and functionality they expect from us. Through our latest film with Sachin Tendulkar, we bring this idea to life by showing how thoughtful design choices can make a space feel truly personal.”

Mr. Sachin Tendulkar, Brand Ambassador for Hafele, shares, “Over time, I have come to appreciate how much of a difference the little details can make to the way we experience our homes. In a space like the kitchen, it is not only about convenience and functionality, but also about creating an environment that reflects your individual style and preferences. I like that Hafele’s campaign captures these thoughts through simple stories that people can connect with.”

Ms. Shweta Rangra, Vice President, Marketing, Hafele India, adds, “Our approach with this phase of the campaign is to turn strong product propositions into simple, memorable stories that audiences can immediately connect with. For the film featuring Hafele Dishwashers, the capacity to clean up to 100 utensils in a single cycle gave us an interesting creative opportunity to draw on Sachin’s iconic association with a century, turning a functional product benefit into a distinctive communication idea. Across the two films, we are bringing different aspects of the Hafele experience to life, spanning functionality and the freedom to personalise spaces, while remaining connected by our central thought of ‘Maximising what matters the most.’”

The campaign was shot at Hafele’s state-of-the-art Design Centre in Mahalaxmi, Mumbai, that offered a real-life environment to effectively showcase product functionality. With this new series, Hafele demonstrates its continued commitment to empowering people to make the most of their space and maximise what truly matters.

Watch the film here:

YouTube film link- https://hafele.short.gy/SCPRYT1

Instagram film link- https://www.instagram.com/p/Dc-WXD5D8Xn/

Explore more about Hafele Customisable Cabinet Fronts- https://hafele.short.gy/SCPRLP

Established as a wholly owned subsidiary of Hafele Global network, Hafele India has been operating in India since 2003. An authority in the field of architectural hardware, furniture and kitchen fittings and accessories, the company also has a strong presence in synergized product categories like Home Appliances, Interior and Furniture Lighting, Sanitary Solutions, and Surfaces positioning itself as a complete solution provider for interior solutions in India and South Asia. Haafele India has a strong nation-wide presence through its offices and design showrooms spread across the country. The showrooms function as a one-stop-shop for all home interior and improvement needs – from providing in-depth technical advice to kitchen and wardrobe designing services through a team of experts.

Website: https://www.hafeleindia.com/en/