SITUATION
Häfele is a global hardware and architectural fittings brand - hinges, handles, kitchen fittings, lighting solutions. In India, it had a solid B2B business selling to intermediate hardware stores and trade partners but almost no consumer recognition. The core challenge wasn't just awareness. India and Asia are not DIY markets, consumers don't initiate or handle home renovations. The brand needed a way into the consumer's world without focusing on a behaviour that didn't exist.
Häfele is a global hardware and architectural fittings brand - hinges, handles, kitchen fittings, lighting solutions. In India, it had a solid B2B business selling to intermediate hardware stores and trade partners but almost no consumer recognition. The core challenge wasn't just awareness. India and Asia are not DIY markets, consumers don't initiate or handle home renovations. The brand needed a way into the consumer's world without focusing on a behaviour that didn't exist.
TASK
Reposition Häfele from a trade-only brand to a consumer-relevant brand, building top-of-mind awareness and purchase consideration among Indian consumers without relying on DIY behaviour.
Reposition Häfele from a trade-only brand to a consumer-relevant brand, building top-of-mind awareness and purchase consideration among Indian consumers without relying on DIY behaviour.
ACTION
Built the strategy around one insight: Indian consumers don't renovate alone, they rely on trusted interior decorators, architects and contractors. That person is the real decision-maker. So we created a two pronged approach - instead of going directly to consumers, we brought interior decorators and architects into the marketing system as both paid partners and trade channels, working with them to develop use cases, and part of the brand's salesforce. Simultaneously pushed a B2C product line onto the kitchen counter - juicers, coffee makers, everyday appliances, as a way to get Häfele into the home through products consumers used and interacted with daily. The logic: build brand resonance before renovation, so Häfele is already top of mind. Bought in Sachin Tendulkar as brand ambassador to anchor the repositioning at scale. Unified the entire platform around one idea: 'Maximise the value of your space, together',
RESULT
+249.7% YoY market growth. 95M+ views. +150% Amazon traffic. VTR 53% above industry benchmarks.
Built the strategy around one insight: Indian consumers don't renovate alone, they rely on trusted interior decorators, architects and contractors. That person is the real decision-maker. So we created a two pronged approach - instead of going directly to consumers, we brought interior decorators and architects into the marketing system as both paid partners and trade channels, working with them to develop use cases, and part of the brand's salesforce. Simultaneously pushed a B2C product line onto the kitchen counter - juicers, coffee makers, everyday appliances, as a way to get Häfele into the home through products consumers used and interacted with daily. The logic: build brand resonance before renovation, so Häfele is already top of mind. Bought in Sachin Tendulkar as brand ambassador to anchor the repositioning at scale. Unified the entire platform around one idea: 'Maximise the value of your space, together',
RESULT
+249.7% YoY market growth. 95M+ views. +150% Amazon traffic. VTR 53% above industry benchmarks.
