Häfele India launches new Sachin Tendulkar film on kitchen design

MUMBAI: This time, Sachin Tendulkar is not picking a shot, he is picking a finish. Häfele India has released the second film in its ongoing campaign featuring the former cricketer, turning the kitchen into a canvas for personal style.

The latest film, part of the brand’s ‘Maximising what matters the most’ campaign, puts the spotlight on Häfele’s Customisable Cabinet Fronts, showing how different colours, materials and finishes can be combined to create a kitchen tailored to individual preferences.

The new execution follows an earlier film featuring Häfele dishwashers, with both films using everyday situations involving Tendulkar and Ajay Bhaiya to bring product features into the storyline rather than simply listing them.

The campaign’s creative approach also links functionality with personalisation. Häfele South Asia managing director Frank Schloeder said the latest film aims to show how design choices can allow homeowners to reflect their lifestyles while retaining the quality and functionality expected from the brand.

For Tendulkar, the focus is on the small details that can change how people experience their homes, particularly a space such as the kitchen where convenience meets personal taste.

Marketing vice president Shweta Rangra said the campaign is designed to turn product benefits into simple, memorable stories. She pointed to the dishwasher film as an example, where its ability to clean up to 100 utensils in a single cycle was linked creatively to Tendulkar’s association with scoring a century.

Together, the two films cover different sides of the brand proposition — from everyday functionality to the freedom to personalise a space while retaining the campaign’s central thought of ‘Maximising what matters the most’.

The latest film was shot at Häfele’s Design Centre in Mahalaxmi, Mumbai, giving the campaign a distinctly homegrown setting for its kitchen-focused story.