LG Electronics India has unveiled its new digital campaign, "Now Anyone Can Wash," to promote its AI DD™ 2.0 washing machine range, positioning artificial intelligence as a way to simplify laundry and make fabric care more accessible for every member of the household.
The campaign features a digital film centred on a common household scenario, demonstrating how the AI Wash feature automatically detects fabric type, load weight, soil level and detergent requirements to optimise the wash cycle with minimal user intervention.
The AI DD™ 2.0 range combines Direct Drive technology with AI capabilities and includes features such as ezDispense™ for automatic detergent dispensing, TurboWash™ 360° for faster wash cycles, Steam+™ for allergen removal and wrinkle reduction, and LG ThinQ™ app connectivity for remote monitoring and smart diagnostics.
Speaking about the campaign, Young Min Hwang, Director – Home Solutions, LG Electronics India, said, “LG has been India’s No.1 Washing Machine brand for over 10 years*, a leadership built on consumer trust, meaningful innovation, and a deep understanding of Indian households’ laundry needs. This gives LG one of the largest bases of real usage insights, enabling its AI to learn how consumers wash across fabrics, loads, and everyday requirements.
The campaign is being rolled out across YouTube, Instagram, Facebook and other digital platforms nationwide. According to the company, it has already crossed 200 million views across platforms, reflecting strong consumer engagement with AI-powered home appliance solutions.
