Sachin Tendulkar and Hafele Make Home Spaces Smarter

Sachin Tendulkar and Hafele: A Winning Team for Modern Homes

Hafele India has launched a fresh digital campaign series featuring cricket legend Sachin Tendulkar, focusing on how smart design can maximize the value of every home. The campaign, titled “Maximising what matters the most,” brings together the warmth of everyday living and the power of innovative kitchen solutions, making the brand’s promise simple and relatable for Indian families.

A Campaign Rooted in Real Life

Unlike traditional product ads, this series is set in Sachin’s own kitchen and uses real-life situations to highlight how Hafele’s products—like the MatrixBox Premium+ Drawer Systems—make daily chores easier. The campaign introduces a new character, Ajay Bhaiya, a trusted home staff member, whose friendly banter with Sachin adds a touch of humor and authenticity. Their interactions show how Hafele’s products are not just about style, but about making life smoother and more organized.

From Brand Awareness to Everyday Value

This campaign marks a shift in Hafele’s strategy—from simply introducing the brand to Indian consumers, to demonstrating the real value its products bring to daily life. Each of the six short films in the series focuses on a specific Hafele product, showing how it solves common household problems, saves space, and enhances comfort. The storytelling is warm and visual, helping viewers see themselves in similar situations at home.

What Makes Hafele’s Approach Stand Out?

• Relatable Storytelling: Everyday moments in the kitchen, brought to life by Sachin and Ajay Bhaiya.
• Product-Led Focus: Each film highlights a key product benefit, such as easy storage, smooth operation, or smart lighting.
• Digital-First: The campaign is rolling out on digital platforms, aiming to reach tech-savvy homeowners across India.
• Accessible Innovation: Hafele’s solutions are shown as practical, user-friendly, and suitable for all kinds of Indian homes.

Voices Behind the Campaign

Frank Schloeder, Managing Director, Hafele South Asia:
“With the second phase of Hafele’s campaign featuring Sachin Tendulkar, we are moving forward from brand introduction to value demonstration. We are evolving from telling people who we are to showing them what we do and how our solutions enhance their lives. With relatable, everyday moments and intelligent product integration, we aim at making the brand more accessible and relevant.”

Shweta Rangra, Vice President, Marketing, Hafele India:
“Our approach this year is rooted in simplicity and clarity, showcasing how Hafele’s solutions fit effortlessly into the way people live and interact with their spaces. Each film highlights a core product benefit, supported by storytelling that is warm, visual, and meaningful.”

Sachin Tendulkar:
“I have always found the kitchen to be one of the most engaging spaces in a home — it is where conversations happen, memories are made, and there is a sense of togetherness. Through this campaign, Hafele brings to life the idea of thoughtful kitchens with their solutions that truly support everyday living. I am happy to be part of a story that highlights what matters the most in our everyday lives.”

Hafele’s Expanding Reach in India

Hafele has established itself as a leader in kitchen and home solutions, with a presence in over 200 franchise outlets and 10 design centers across major Indian cities. The brand’s focus is on making modern, efficient, and beautiful spaces accessible to more Indian families, whether through its B2B channels or direct-to-consumer platforms.

Why This Matters for Indian Households

• Smart Storage: Products like the MatrixBox Premium+ Drawer Systems help families keep kitchens tidy and efficient.
• Modern Appliances: Built-in and small appliances make cooking and cleaning easier.
• Lighting and Surfaces: Innovative lighting and surface solutions add both function and style to homes.
• Trusted Endorsement: Sachin Tendulkar’s involvement brings credibility and relatability, inspiring confidence among Indian consumers.