Samsung has launched its new Bespoke AI Laundry washing machine with a campaign that highlights how artificial intelligence (AI) is transforming the laundry experience. The campaign features a film starring actors Nimrat Kaur and Ira Dubey, emphasising the convenience and intelligence AI brings to laundry.
The Bespoke AI Laundry, with its spacious 12kg drum and innovative 5-step AI sensing technology, offers a tailored solution for any laundry load. It adjusts wash cycles based on load size, fabric softness, soil level, and detergent needs, ensuring a better wash performance while reducing wear and tear.
Saurav Katyal, Senior Director at Samsung India, stated, “At Samsung, we innovate with our consumers’ evolving lifestyles in mind. Indian consumers are looking for new-age digital appliances that deliver best-in-class wash performance with minimum effort, while saving energy and time. With Bespoke AI Laundry, we’re addressing the need for a precise wash solution that eliminates guesswork and ensures better wash performance—transforming laundry into a simple, seamless task and giving people more time for things that matter.”
The campaign film offers a light-hearted take on laundry, drawing parallels between relationships and washing clothes. Just like people, clothes need different levels of care – some delicate, some easy-going, and some requiring extra attention. Samsung’s AI Wash technology handles all of this, ensuring the perfect wash treatment for every fabric.
Vikash Chemjong, CCO at Cheil India, explained, “In today’s fast-paced world, we’re all looking for innovations that simplify our lives. With the Bespoke AI Laundry film, we are highlighting how cutting-edge technology can transform even the most mundane household chores into a cakewalk.”
Tripti Surana, Executive Creative Director at Cheil India, added, “The Bespoke AI Laundry campaign strikes a balance between humour and relatability. While Ira voices everyone’s laundry concerns as the ‘know-it-all’ friend, Nimrat is the cool new-age woman who shows us how AI can make even the most complicated and mundane chore of doing laundry a breeze.”
Shruti Negi, Head of Samsung CE Business at Cheil India, shared, “Laundry has always been a tedious chore for every household, including mine. Experiencing the latest AI technology that powers the innovative capabilities of the Samsung Bespoke AI Laundry made it clear – this washing machine is a ‘no thinking required’ laundry solution, an AI-powered laundry specialist. This film cleverly allows us to showcase how Samsung AI can simplify the laundry experience for everyone, through a very engaging conversation.”
