Häfele India Launches Second Campaign Film Featuring Sachin Tendulkar to Spotlight Customized Kitchens
Häfele India releases its second campaign film with brand ambassador Sachin Tendulkar, showcasing customisable kitchen cabinet fronts, colors, and materials.
Sandhya
Häfele India has unveiled the second installment of its campaign featuring brand ambassador Sachin Tendulkar. Extending the narrative of ‘Maximising what matters the most,’ the new film shifts focus to customized kitchen solutions, specifically highlighting Häfele’s range of customisable cabinet fronts across various materials, finishes, and colors.
The release follows the campaign's previous entry centered on Häfele dishwashers. Both films rely on relatable domestic scenarios between Tendulkar and the character "Ajay Bhaiya" to illustrate product utility and design flexibility.
Empowering Personalization in Home Design
Commenting on the launch, Frank Schloeder, Managing Director of Häfele South Asia, emphasized the growing consumer desire for tailored living spaces:
"Homes are becoming increasingly personal, with people looking for solutions that allow their spaces to reflect their individual lifestyles and preferences. At Häfele, 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."
A Focus on Details and Storytelling
Reflecting on his role in the campaign, Sachin Tendulkar noted the impact of thoughtful design in everyday living environments, stating that the campaign captures these concepts through accessible narrative formats.
Shweta Rangra, Vice President of Marketing at Häfele India, explained the strategic creative vision behind the campaign series:
"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 Häfele 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 Häfele experience to life, spanning functionality and the freedom to personalise spaces, while remaining connected by our central thought of ‘Maximising what matters the most.’"
Production Background
The entire campaign was filmed on location at Häfele’s flagship Design Centre located in Mahalaxmi, Mumbai.
