Häfele India has launched the next phase of its ongoing campaign with brand ambassador Sachin Tendulkar, continuing its “Maximising what matters the most” narrative. The new films focus on how individual routines and preferences shape the way people use their homes, particularly their kitchens.
The campaign continues the slice-of-life format featuring Tendulkar alongside Ajay Bhaiya, who plays a member of his home staff. The films use everyday kitchen situations to demonstrate the functionality of the brands' products, with the product benefits integrated into the narratives.
The first film in the new phase focuses on Häfele Dishwashers. According to the company, the dishwasher can clean up to 100 utensils in a single cycle. The campaign uses Tendulkar’s association with the number 100 as the creative link between the product feature and the film’s narrative. A second film is expected to follow as the campaign progresses.
Tendulkar said, “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 Häfele’s campaign captures these thoughts through simple stories that people can connect with.”
Frank Schloeder, managing director, Häfele South Asia, said, “At Häfele, our approach has always been to create solutions that respond to how people experience their spaces. As lifestyles evolve, so do the needs and expectations people have from their homes. Today, value goes beyond functionality to include how a space reflects individual preferences and ways of living. Through this next phase of our campaign with Sachin Tendulkar, we are bringing this philosophy to life by demonstrating how thoughtful solutions can combine everyday convenience with greater choice and personalisation.”
Shweta Rangra, Vice President, Marketing, Häfele India, said, “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.’”
The campaign was filmed at Häfele’s Design Centre in Mahalaxmi, Mumbai, which was used as the setting to demonstrate the products in a real-life environment.