Hafele India Puts Sachin Tendulkar Back In The Kitchen For Its Second Film
Hafele India has released the second film in its campaign featuring Sachin Tendulkar, moving the focus from appliances to customisable cabinet fronts and the choices that go into designing a kitchen.
- Campaign: 'Maximising what matters the most'
- Film: the second in the series, following one built around dishwashers
- Product: customisable cabinet fronts, across colours, materials and finishes
- Cast: Sachin Tendulkar with Ajay Bhaiya, in everyday situations rather than a product demonstration
- Location: shot at Hafele's design centre in Mahalaxmi, Mumbai
What The Hafele India Film Is Selling
Personalisation, presented as a set of decisions rather than a specification list. The film shows how different colours, materials and finishes combine into a kitchen shaped around one household's preferences, with the product benefit carried by the situation rather than stated over it.
Hafele South Asia managing director Frank Schloeder said the film aims to show how design choices let homeowners reflect their own lifestyles while keeping the quality and functionality expected of the brand. Tendulkar's angle in the story is the small details that change how a home feels, particularly in a room where convenience and personal taste meet.
Why The Series Structure Works
The first film took a specification and turned it into a joke that only works with this particular endorser. Marketing vice president Shweta Rangra pointed to it as the model: the dishwasher's ability to clean up to 100 utensils in one cycle was linked to Tendulkar's association with scoring a century. It is a product claim that most brands would put on a chart.
Both films use everyday situations involving Tendulkar and Ajay Bhaiya to bring features into the storyline instead of listing them, which is what lets the two executions cover different halves of the same proposition. One is about everyday function, the other about the freedom to personalise a space, and both sit under the campaign's central thought of maximising what matters the most. Shooting at the brand's own Mahalaxmi design centre also keeps the setting concrete rather than generic. More campaigns.
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