Häfele India has unveiled the latest instalment of its six-part digital film series featuring the cricket icon, Sachin Tendulkar, this time illuminating the quiet charm of a midnight snack run with its intuitive smart lighting solutions.
Titled “When Smart Lighting Meets Midnight Cravings,” the new film is set in the sleek, contemporary kitchen of Häfele’s Design Centre in Mahalaxmi, Mumbai. The story centres on a relatable, slice-of-life moment: “Ajay Bhaiya,” a beloved household staff member, tiptoes in for a late-night bite. As he moves through the space, Häfele’s smart lighting subtly guides his path—automatically adjusting to his presence with warmth and ease.
Rather than relying on overt product demos, the film leans into emotional storytelling. It captures how Häfele’s innovations quietly enhance real life—integrating into everyday routines without ever feeling disruptive.
Speaking on the campaign, Frank Schloeder, Managing Director, Hafele South Asia, said, “With the second phase of Hafele’s campaign featuring Sachin Tendulkar, we are moving forward from brand introduction to value demonstration. We are evolving from telling people who we are to showing them what we do and how our solutions enhance their lives. With relatable, everyday moments and intelligent product integration, we aim at making the brand more accessible and relevant.”
Shweta Rangra, Vice President – Marketing, Häfele India, echoed this sentiment and added, “Our approach this year is rooted in simplicity and clarity, showcasing how Hafele’s solutions fit effortlessly into the way people live and interact with their spaces. With this campaign, we are focusing on mid-funnel engagement, creating product-led stories that go beyond awareness to drive deeper understanding and consideration. Each film in the series highlights a core product benefit, supported by storytelling that is warm, visual, and meaningful. Digital mediums will be our key focus to drive visibility, engagement, and establish a deeper connection with our audiences across platforms.”
Sachin Tendulkar, Brand Ambassador for Hafele, continued, “I have always found the kitchen to be one of the most engaging spaces in a home — it is where conversations happen, memories are made, and there is a sense of togetherness. That is what makes it special for me. Through this campaign, Hafele brings to life the idea of thoughtful kitchens with their solutions that truly support everyday living. I am happy to be part of a story that highlights what matters the most in our everyday lives.”
A standout element of the series is the recurring character of Ajay Bhaiya, who adds an unmistakable warmth and relatability. His quiet interactions with Tendulkar reflect Häfele’s design philosophy: human-first, emotion-driven, and technologically refined.
The campaign spans six films, each spotlighting a key product category—from smart lighting and drawer systems to built-in coffee machines and surface finishes. Collectively, they present Häfele not just as a hardware solutions provider, but as a lifestyle brand deeply attuned to the evolving rhythms of the modern Indian home.
With this latest release, Häfele continues to build a compelling digital narrative—one where innovation meets emotion, and everyday moments are made extraordinary.
