Latest news with #Hafele
Time of India
2 hours ago
- Entertainment
- Time of India
Hafele and Sachin Tendulkar creates meaningful value in everyday life
Hafele India , in collaboration with its brand ambassador Sachin Tendulkar has announced the launch of a new digital campaign series that builds on the brand's core purpose — 'Maximising the Value of Space. Together.' This marks a strategic evolution from last year's campaign, moving beyond brand awareness to showcasing how Hafele's innovative solutions create meaningful value in everyday life. The campaign continues with the emotional hook 'Maximising what matters the most' — but this time, through a fresh narrative approach that simplifies functionality and brings product stories to life. The series, centred on Tendulkar's kitchen and comprising six short films, now releases its third film featuring Hafele's Terra Surfaces , a refined and durable surface solution that brings both style and substance to modern interiors. What makes this series distinct is its fresh narrative approach. Alongside Sachin, a new character — Ajay Bhaiya, playing the role of a trusted member of his home staff, adds warmth and relatability to the films. Their on-screen camaraderie subtly and effectively demonstrates the functionality, efficiency and user-friendly design of Hafele products in real-life settings. Building on this engaging storyline, the next film in the series introduces Hafele's Terra Surfaces — tough, timeless and crafted to handle the chaos of everyday kitchens with effortless grace. In this episode, Tendulkar tries his hand at a new kind of game with Ajay Bhaiya, turning the kitchen into a lively playground filled with spills, smashes, and laughter. The warmth of this interaction highlights how Terra Surfaces combine lasting strength, refined aesthetics, and everyday ease, making them the perfect choice for homes that truly live. Frank Schloeder, managing director, Hafele South Asia, shares, '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.' The campaign effectively showcases the benefits of Hafele's comprehensive offerings across kitchen solutions , small and built-in appliances, lighting, and surfaces. Each film highlights how these innovations contribute to a more efficient, intuitive and well-designed kitchen experience. Shweta Rangra, vice president, marketing, Hafele India, adds, "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.' Tendulkar, brand ambassador for Hafele, shares, '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.' The campaign was shot at Hafele's state-of-the-art Design Centre in Mahalaxmi, Mumbai, offering a real-life environment to effectively showcase product functionality. The films will be released in phases across digital platforms, each spotlighting a specific Hafele product and how it contributes to more functional, efficient living. With this new series, Hafele demonstrates its continued commitment to delivering innovation, utility and design, empowering people to make the most of their space and maximise what truly matters. Watch the video here:
Time of India
08-07-2025
- Business
- Time of India
Hafele and Sachin Tendulkar simplifies functionality in new ad
HighlightsHafele India, in collaboration with brand ambassador Sachin Tendulkar, has launched a new digital campaign series that focuses on maximizing the value of space through innovative solutions. The campaign introduces a new character, Ajay Bhaiya, who adds warmth and relatability, effectively demonstrating Hafele's products in real-life settings alongside Sachin Tendulkar. Frank Schloeder, managing director of Hafele South Asia, emphasizes the shift from brand awareness to showcasing how Hafele's solutions enhance everyday living through relatable storytelling. Hafele India , in collaboration with its brand ambassador Sachin Tendulkar , has announced the launch of a new digital campaign series that builds on the brand's core purpose — 'Maximising the Value of Space. Together.' This marks a strategic evolution from last year's campaign, moving beyond brand awareness to showcasing how Hafele's innovative solutions create meaningful value in everyday life. The campaign continues with the emotional hook 'Maximising what matters the most' — but this time, through a fresh narrative approach that simplifies functionality and brings product stories to life. The series centered around Tendulkar's kitchen, comprising six short films, kicks off with the launch of the first film featuring Hafele's MatrixBox Premium+ Drawer Systems . Alongside Tendulkar, a new character — Ajay Bhaiya, playing the role of a trusted member of his home staff , adds warmth and relatability to the films. Their on-screen camaraderie subtly and effectively demonstrates the functionality, efficiency, and user-friendly design of Hafele products in real-life settings. Frank Schloeder, managing director, Hafele South Asia, shares, '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.' The campaign effectively showcases the benefits of Hafele's comprehensive offerings across kitchen solutions , small and built-in appliances, lighting, and surfaces. Each film highlights how these innovations contribute to a more efficient, intuitive and well-designed kitchen experience. Shweta Rangra, vice president, marketing, Hafele India, adds, "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.' Tendulkar, brand ambassador for Hafele, shares, '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.' The campaign was shot at Hafele's state-of-the-art Design Centre in Mahalaxmi, Mumbai, offering a real-life environment to effectively showcase product functionality. The films will be released in phases across digital platforms, each spotlighting a specific Hafele product and how it contributes to more functional, efficient living . With this new series, Hafele demonstrates its continued commitment to delivering innovation, utility and design, empowering people to make the most of their space and maximise what truly matters. Watch the video here:
United News of India
19-06-2025
- Business
- United News of India
Rail Door Profiles by Hafele
New Delhi [India], June 18: Gone are the days when kitchens had dedicated rooms which were only used for daily chores like cooking and washing. With the on-going migration into urban centres, the concept of micro-living as a trend is now gaining importance among city dwellers. Separating walls disappear, living spaces merge. These spaces flow into each other and therefore integrating family and living space with kitchens remains a very popular design option, especially in upcoming cities. The Profin Range of Aluminium Profiles and their accessories, across categories, are available in five contemporary finishes – Silver, Graphite, Gold, Rose Gold, Dark Bronze and Matt Black. Whether you opt for a dark kitchen or follow the recent trend of adapting metallic hues, our versatile range of profiles blends in perfectly with all colour schemes. When used in contrast, they stand out like jewelled embellishments that radiate across the kitchen. Overhead cabinets and tall units are a must in any kitchen, especially in an open kitchen. These systems optimally utilize spaces available within kitchens and can effectively store bulk quantities of food (non-refrigerated) and other kitchen items in an organized way. To impart a similar grace to these systems as your handle-less furniture and open shelving units, Hafele brings to you its Profin Range of Rail Door Profiles. These profiles meander naturally forming innate grooves for the handles and border the glass to perfection thereby crafting timeless designs that never run out of fashion. Established as a wholly owned subsidiary of Hafele Global network, Hafele India has been operating in India since 2003. An authority in the field of architectural hardware, furniture and kitchen fittings and accessories, the company also has a strong presence in synergized product categories like Home Appliances, Interior and Furniture Lighting, Sanitary Solutions, and Surfaces positioning itself as a complete solution provider for interior solutions in India and South Asia. Hafele India has a strong nation-wide presence through its offices and design showrooms spread across the country. The showrooms function as a one-stop-shop for all home interior and improvement needs – from providing in-depth technical advice to kitchen and wardrobe designing services through a team of experts.
Fashion Value Chain
14-06-2025
- Lifestyle
- Fashion Value Chain
Hafele Launches Sleek Rail Door Profiles for Modern Kitchens
Urban micro-living has transformed kitchens from isolated workspaces into integrated lifestyle hubs. Responding to this shift, Hafele presents its Profin Range of Aluminium Rail Door Profiles, designed to seamlessly blend with modern open-plan kitchens. Crafted in six elegant finishes—Silver, Graphite, Gold, Rose Gold, Dark Bronze, and Matt Black—the profiles are perfect for minimalist handle-less units or as standout accents. They elegantly border glass panels and form natural grooves for handles, adding a refined, contemporary aesthetic to overhead cabinets and tall units, optimizing space without compromising style. Whether your kitchen leans towards dark themes or metallic tones, these profiles complement and enhance every palette—serving function and fashion in equal measure. Explore the collection or connect with a showroom:
Fashion Value Chain
31-05-2025
- Business
- Fashion Value Chain
Hafele's Profin Aluminium Profiles Elevate Open Kitchens
As urban migration and compact living reshape the way we design our homes, open-plan kitchens have emerged as the heart of modern interiors. With boundaries between living, dining, and kitchen spaces dissolving, today's kitchens must be as visually refined as they are functional. Addressing this new design paradigm, Häfele introduces its Profin Range of Aluminium Profiles, a comprehensive solution that adds sophistication, modularity, and contemporary appeal to open kitchens. Gone are the days when kitchens were isolated workspaces. In modern urban homes, they are integrated social zones where design aesthetics matter as much as utility. Hafele's Profin range helps meet this dual demand through a versatile and premium selection of aluminium profiles tailored for modern living. The collection includes four distinct profile categories: Gola Profiles Stack Modular Shelving Rail Door Profiles Strike Shelving System Each category is designed for seamless integration, enabling homeowners and designers to elevate cabinetry and shelving systems with clean lines, refined edges, and subtle accents. Manufactured with advanced precision engineering, Profin profiles offer ease of installation and durability, making them ideal for modular kitchens where both performance and aesthetics are critical. Adding to their versatility, the profiles come in five contemporary finishes: Silver, Graphite, Gold, Rose Gold, and Dark Bronze—perfect for both muted and metallic kitchen palettes. Whether blending with dark cabinetry or creating eye-catching contrasts, these finishes act like jewellery for your kitchen, adding personality and polish. Explore the Profin range and transform your kitchen into an elegant, multifunctional centerpiece.
