Hafele India has launched a new digital campaign series with brand ambassador Sachin Tendulkar, focusing on “Maximising what matters the most.” Evolving from brand awareness to value demonstration, the campaign showcases how Hafele’s innovative home solutions enhance everyday life.
Set around Sachin’s kitchen and featuring six short films, the series introduces a new character, Ajay Bhaiya, adding warmth and relatability. The first film highlights Hafele’s MatrixBox Premium+ Drawer Systems.
Shot at Hafele’s Design Centre in Mumbai, the campaign emphasizes simplicity, functionality, and real-life utility across kitchen, appliance, lighting, and surface solutions. It aims to build deeper audience engagement through relatable storytelling and digital-first execution.