Hafele is continuing its ‘Maximising What Matters the Most’ campaign with Sachin Tendulkar, this time using everyday household routines and a familiar cricketing number to bring its product propositions to life.
Hafele India has launched a new set of campaign films featuring its brand ambassador, building on the brand’s earlier product-led and slice-of-life storytelling. The latest phase looks at how Hafele’s solutions fit into different lifestyles, routines and individual preferences.
Tendulkar is joined by Ajay Bhaiya, who plays a member of his home staff, as the films place Hafele’s products within everyday home settings.
The first film in the series puts the spotlight on Hafele Dishwashers and their ability to clean up to 100 utensils in a single cycle. The campaign uses Tendulkar’s iconic association with the number 100 to turn a functional product feature into the central communication idea.
The film was shot at Hafele’s Design Centre in Mahalaxmi, Mumbai, using a home-like environment to demonstrate the product’s functionality in a real-life setting. Another film will follow as part of this phase of the campaign.
At the heart of the new series is Hafele’s broader brand purpose, ‘Maximising the Value of Space. Together.’ The films explore the role of functionality and personalisation in everyday living spaces, while continuing to connect back to the campaign’s central thought of ‘Maximising What Matters the Most’.
With the dishwasher film, Hafele takes a straightforward product proposition — cleaning up to 100 utensils in one cycle — and gives it a communication hook built around one of the most recognisable associations in Indian cricket.
The campaign continues Hafele’s effort to turn product functionality into simple, relatable stories, showing how its solutions are designed around the different ways people use, experience and personalise their homes.
The latest films reinforce the brand’s focus on helping people make the most of their living spaces, combining everyday functionality with greater choice and personalisation.
