LG Electronics India has introduced its latest digital campaign, ‘Now Anyone Can Wash’, to showcase its AI DD™ 2.0 Washing Machines. The campaign highlights how artificial intelligence is making laundry easier by removing the complexity of selecting wash settings, identifying fabrics and measuring detergent, allowing anyone in the household to do laundry with confidence.
Built around a relatable household moment, the campaign film follows a husband who is tasked with washing a mixed load of clothes but is unsure of the correct settings. The AI DD™ 2.0 washing machine simplifies the process by automatically detecting fabric type, load weight, soil level and detergent requirements through its AI Wash feature, eliminating the need for manual adjustments.
Commenting on the campaign, Young Min Hwang, Director – Home Solutions, LG Electronics India, said the company’s decade-long leadership in India’s washing machine market has enabled it to develop AI technology based on extensive consumer insights. He noted that AI DD™ 2.0 uses up to 20,000 wash patterns, combined with LG’s Core Inverter Direct Drive technology, to deliver optimised wash cycles while enhancing fabric care and washing performance.
The AI DD™ 2.0 range also includes premium features such as ezDispense™, which automatically dispenses detergent for up to 30 wash cycles on a single refill, TurboWash™ 360° for faster washing in 39 minutes, and Steam+™, designed to remove allergens and reduce wrinkles. The machines are also compatible with the LG ThinQ™ app, enabling remote monitoring and smart diagnostics.
The campaign is being rolled out across YouTube, Instagram, Facebook and other digital platforms. According to LG Electronics India, it has already surpassed 200 million views, reflecting strong consumer interest in AI-powered laundry solutions.
