Godrej Appliances, part of the Godrej Enterprises Group, has rolled out a new video campaign spotlighting its Front Load Washing Machines equipped with AI-Powered Turbidity Sensing Technology.

The campaign addresses a commonly overlooked laundry issue – detergent residue left behind by conventional machines. Residue can dull colors, weaken fabrics over time, and even irritate the skin. Godrej’s AI technology detects leftover detergent in wash water and removes up to 50% more harsh detergent, ensuring cleaner clothes and better fabric care.

The digital video campaign (DVC) features three humorous 20-second films that dramatize the problem of hidden detergent foam, which appears unexpectedly when clothes meet water. These quirky visuals effectively demonstrate how Godrej’s washing machines provide a smarter, cleaner wash.

Swati Rathi, Head of Marketing, Appliances Business, Godrej Enterprises Group, said, “Detergent residue is an unseen issue that affects fabric texture, color, and sometimes even skin. Our AI-powered turbidity sensing technology addresses this problem directly, delivering up to 50% better detergent removal. The campaign uses light-hearted exaggeration to show the benefit of our innovation clearly.”

Conceptualized and executed by Creativeland Asia, the campaign has been launched across digital video platforms. Anu Joseph, Co-founder & Creative Vice-Chairman at Creativeland Asia, added, “We took an invisible problem – residual detergent – and dramatized it until it couldn’t be ignored. From concept to execution, this project was truly exciting.”