Hettich India gives a shout out to 'silence-powered tech'this April Fool's Day

Hettich India, in collaboration with Pixelfox, launched a "sub brand" this April Fool’s Day, transforming into ‘Hettishh Silence Labs’ dedicated to harnessing the magic of silence.

For decades, Hettich has been known for its premium, cutting-edge innovations, all built around one defining feature: silence powered by tech. This campaign reimagined silence as a category in itself, introducing futuristic, tech-powered solutions that enhance seamless living. Led by Pixelfox, the creative agency behind the concept, the campaign unveiled three pioneering ‘silent tech’ products designed to eliminate noise and redefine everyday experiences:

Silent Mode Module – AI-powered noise cancellation for everyday environments.
The Hush Recoil – A noiseless call responder for absolute discretion.
The Cue-R-Code Telepathtech – Ultrasonic communication for wordless interactions.

The campaign unfolded across multiple phases, starting with teaser statics and reels to spark curiosity. A countdown reminder kept audiences engaged, leading up to the grand reveal of the ‘Hettishh’ product catalogue video on Instagram and Facebook. Hettich also underwent a temporary digital makeover—updating its logo, bio, and cover photos across social platforms to align with the new identity.

To further drive engagement, Hettich orchestrated an immersive content rollout, uploading six product feature videos on YouTube and directing Instagram audiences to explore the innovations in detail. The highlight of the campaign was the April Fool’s Day video, which humorously brought the ‘silent tech’ concept to life, gaining significant traction across Instagram, Facebook, LinkedIn, and X.

What began as a local campaign in India quickly gained traction, capturing the interest of Hettich’s global team. Enthralled by its creativity and strategic brilliance, they decided to roll it out across all Hettich pages worldwide. This expansion transformed it from a regional activation into a global movement, showcasing the universal power of compelling storytelling and brand engagement.

Jiteen Aggarwal, CMO of Hettich India, shared: “The ability of a brand to take bold, unconventional steps speaks volumes about its maturity and the team behind it. Launching a disruptive campaign around April Fool’s Day challenging industry norms yet retaining the essence of the brand narrative in a way that almost felt real, was an exciting challenge. Overwhelmed with the response from people at large in India and proud that the campaign has been adopted globally by the Hettich community.”

Amit Damani, Co-founder of Pixelfox, added: “April Fool’s Day lets brands push creative boundaries, and ‘Hettishh Silence Labs’ was our way of transforming a core brand strength into an entertaining yet insightful conversation.”

With its mix of humor, creativity, and brand storytelling, the campaign successfully captured audience attention, reinforcing Hettich’s association with innovation and seamless living. By embracing humor and innovation, Hettich and Pixelfox proved that sometimes, the loudest impact comes from embracing silence.