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Häfele maximises kitchen designs

Häfele’s six-part film series demonstrates functional design that makes cooking effortless

23 Jul 2025

Ever experienced that moment when you’re rushing to get dinner ready and your drawer decides to fight you? The jerky pull, the awkward slam, the way it never really closes right? Or a stovetop that bleak ignition, as you stand wondering when your food will be done. What if your kitchen works with you instead of against you? Häfele has you covered.

Building on the brand’s core purpose — Maximising the value of space. Together, they have a new digital campaign series with their brand ambassador, Sachin Tendulkar. Moving away from last year’s campaign, which focused primarily on brand awareness, this time around, they are showcasing how Häfele’s innovative solutions add value to everyday life.

WHAT MATTERS THE MOST

Shot at Häfele’s ultramodern Design Centre in Mahalaxmi, Mumbai, the six-part short film series centres around Sachin and the ease with which he uses his kitchen. The first film unveils Häfele’s MatrixBox Premium+ Drawer Systems. Joining Sachin is Ajay Bhaiya, a new character to the Häfele-verse, playing the role of a trusted member of his house staff, adding a certain warmth to the film. The second film follows Sachin tasting coffee dispensed from the newly-launched U-Kaffee Plus Coffee Machine. From cappuccino to espresso, Sachin tastes it all and offers an iced latte to Ajay Bhaiya.

Their friendly back-and-forth demonstrates the functionality and user-friendly design of Häfele products in a neat manner. Affirming the essence of the campaign, MD of Häfele South Asia, Mr. Frank Schloeder, says, “We are evolving from telling people who we are to showing them what we do and how our solutions enhance their lives.”

“Each film in the series highlights a core product benefit, supported by storytelling that is warm, visual, and meaningful”, says Shweta Rangra, Vice President – Marketing, Häfele India. The campaign is fruitful in presenting the benefits of Häfele’s offerings across kitchen solutions, small and built-in appliances, lighting, and surfaces. Each film ushers in a lively scene in the kitchen where cooking becomes enjoyable and beautifully intuitive.

MAXIMISING VALUE

Think about it, you open and close your kitchen drawers hundreds of times a week. A good cup of coffee gets you going for the entire day. Settling for drawers that do not help in the smooth running of a kitchen is definitely not the way to go. Nor should you be compromising on your caffeine intake. Häfele has set the stone in providing a functional kitchen experience. Through this campaign, they tell you exactly that. The films will be released in phases across digital platforms, each spotlighting a specific Häfele product and how it contributes to more functional, efficient living. This smooth drawer system and the U-Kaffee Plus Coffee Machine are your first taste of how the right hardware and appliances can transform your daily routine. With this new series, Häfele demonstrates its continued commitment to delivering innovation, utility and design, empowering people to make the most of their space and maximise what truly matters.

Explore more from Häfele here