Hafele Launches its 'Let’s Reimagine' Campaign in New Delhi

To increase its reach and strengthen its brand recall among end customers, Hafele has launched a new communication strategy that redefines its position as a 'Lifestyle brand' that can bring ease, convenience, creativity and flexibility to homes. Hafele is a brand that exists in every possible way – be it through its clever storage solutions and intelligent and smooth hardware in kitchens, its smart digital security solutions for doors, its holistic range of sliding solutions for any application, its extensive range of lighting solutions for different areas of the home or its modern range of intuitive home appliances and more. Hafele products lend experience, novelty, flexibility and future readiness to different spaces in any home.

With Hafele’s new byline “Let’s Reimagine” the brand invites everyone to dream and choose from the endless options from Hafele’s many product ranges – to create or recreate their perfect homes.

Jurgen Wolf, Managing and Marketing Director – Hafele South Asia, said, “For a long time, Hafele has enjoyed a leadership position in the B-to-B segment in South Asia. We now want to take our brand and what it stands for, directly to the end customer through our newly launched ‘Let’s Reimagine’ campaign. With this well-defined communication strategy for our brand, we are trying to visualise the many interior solutions which Hafele is offering. We are hoping that this will whet our customer’s appetite to visit one of our Hafele Showrooms where they can touch, feel and experience the solutions that Hafele has on offer and convince them to use our products and services.”

Explaining the rationale behind targeting the end customer, Shweta Rangra, Head of Marketing, Hafele India said, "We do understand that the appliances category is an end customer oriented category. But, we want to convey that Hafele is not only about appliances but also offers several intelligent solutions in the home and kitchen space to make the user's life more comfortable and add convenience. The idea is to bring this into the forefront of the end user's mind."

The Hafele ‘Let’s Reimagine’ campaign was activated on all digital platforms in March 2022. Through a host of lifestyle videos and inspirational posts, this campaign shows how the diverse Hafele solutions bring easiness, convenience, flexibility and ultimately more quality of life, to a working couple’s hectic lifestyles. Ultimately, this campaign communicates that Hafele is a lifestyle brand that people aspire to.