Hafele India
The company behind Häfele, with 3 confirmed deals on Monumentum.
Deals
Newest first, with what our re-check found on each source.
Ad film · 25 Aug 2026
Next chapter of the Sachin Tendulkar campaign: slice-of-life films with Tendulkar and 'Ajay Bhaiya', a member of his home staff, shot at Häfele's Design Centre in Mahalaxmi, Mumbai. The first film turns the dishwasher's 100-utensil capacity into a nod to Sachin's centuries; a second film on personalisation and design freedom follows.
Talent: Sachin Tendulkar.
Digital/social · 9 Jul 2025
Six short digital films set in Sachin Tendulkar's kitchen, each built on one product benefit (starting with MatrixBox Premium+ drawer systems) and introducing the character Ajay Bhaiya; a mid-funnel move from the previous year's brand-awareness work, released in phases on digital platforms and shot at the Mahalaxmi Design Centre.
Talent: Sachin Tendulkar.
Digital/social · 30 Apr 2022
IdeateLabs' two-phase digital campaign: a first phase on Häfele's century-old legacy and two decades in India, then 22 short ad films urging people to reimagine their homes with Häfele's ranges, run on Facebook, Twitter, Instagram, YouTube, LinkedIn and the brand site. 'Let's Reimagine' became the brand byline.
Agency: IdeateLabs.
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