India – Samsung, in collaboration with Cheil India, has unveiled a new campaign showcasing how AI-powered innovation transforms laundry, spotlighting the effortless convenience of the Bespoke AI Laundry washing machine.
The new campaign illustrates how Samsung’s AI-powered washing machine simplifies laundry by eliminating guesswork. The film takes a light-hearted approach, drawing parallels between relationships and fabric care—some need extra attention, while others are low maintenance. With AI Wash technology, each fabric gets the right treatment without manual effort.
Featuring Nimrat Kaur and Ira Dubey, the campaign film takes a light-hearted approach to laundry. Ira portrays someone meticulous about getting the perfect wash, while Nimrat demonstrates how the Bespoke AI Laundry simplifies the process—tossing in a full load and letting AI handle the rest.
Tripti Surana, executive creative director at Cheil India, commented, “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, added, “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.”
The Samsung Bespoke AI Laundry washing machine comes with a 12kg drum and a 5-step AI sensing system, designed to adjust wash cycles based on load size, fabric type, and soil level. It aims to improve efficiency while reducing fabric wear and tear.
Vikash Chemjong, CCO at Cheil India, explains, “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.”
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.”
