Sachin Tendulkar & Hafele Launch 2nd Film in 'Maximising What Matters' Series

Hafele India has joined forces with cricket icon Sachin Tendulkar to release the second film in their “Maximising What Matters” digital campaign.

Following the success of the first ad, which highlighted Hafele’s MatrixBox Premium+ Drawer Systems, this new chapter continues the brand’s focus on making spaces work better for everyday life.

The six-part series, filmed in Tendulkar’s kitchen, shifts from introducing the brand to showing how Hafele’s smart solutions make daily routines easier and more meaningful.

The latest film features Ajay Bhaiya, a friendly fictional character from Tendulkar’s household staff, whose warm exchanges with Sachin add a relatable and heartfelt touch.Shot at Hafele’s sleek Design Centre in Mahalaxmi, Mumbai, the series shows off the practicality and ease of Hafele’s products in real-world settings. The story centers on how thoughtful kitchen designs can bring people together, creating spaces for connection and lasting memories—something Tendulkar himself values deeply.

• Sachin Tendulkar Showcases Hafele’s Smart Kitchen Solutions in New Campaign Film
• Hafele’s ‘Maximising What Matters’ Series Highlights Everyday Efficiency and Connection
• From Functionality to Family Moments: Sachin Tendulkar Teams Up with Hafele Agai

Frank Schloeder, Managing Director of Hafele South Asia, shared, “With this second phase, we’re moving from introducing our brand to showcasing how our solutions add tangible value to daily life. Sachin’s involvement elevates this message, demonstrating how our products enhance living spaces.” Sachin Tendulkar echoed this, saying,“The kitchen is where memories are made, and Hafele’s solutions bring functionality to these moments. I’m thrilled to be part of this story.”

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Building on last year’s campaign, this series takes a practical approach, subtly weaving Hafele’s user-friendly designs into the story. Social media is already buzzing, with posts from Hafele India and news outlets praising the campaign’s authentic take on smart living. As the series rolls out with four more films, Hafele and Tendulkar aim to inspire homeowners to rethink their kitchens as spaces that blend efficiency with togetherness.