EWQNew Delhi: LG Electronics India has unveiled its latest digital campaign, “Now Anyone Can Wash,” to promote its AI DD™ 2.0 Washing Machines, highlighting how artificial intelligence is simplifying laundry and making it more accessible for every member of the household.
Built on the insight that laundry often feels complicated due to mixed fabrics, multiple wash settings, and uncertainty around detergent usage, the campaign demonstrates how LG’s AI-powered washing technology eliminates guesswork and enables users to handle laundry with confidence.
The campaign is centred around a light-hearted digital film depicting a relatable household scenario. In the film, a husband is asked to do the laundry but is initially unsure how to deal with a mixed load of clothes. LG’s AI DD™ 2.0 washing machine simplifies the process by allowing users to simply load the garments and select AI Wash, after which the machine automatically detects key laundry characteristics and optimises the wash cycle. The film reinforces the idea that advanced technology can make laundry easy, regardless of who is doing it.
Commenting on 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.
Combined with LG’s Core Inverter Direct Drive technology and advanced AI, these insights have shaped AI DD™ 2.0, an intelligent washing technology designed with up to 20,000 wash patterns to deliver optimized cycles. It detects fabric load, fabric type, weight, soil level, and detergent requirement, while Direct Drive enables precise drum control for the right wash action. This is what makes LG AI truly meaningful: intelligence shaped by real consumer behavior and delivered through superior core technology.
Through the ‘Now Anyone Can Wash’ campaign, we bring this proposition alive by showing how LG’s AI-powered washing technology removes guesswork from laundry, making expert washing simple, and convenient delivering superior washing performance and fabric care.”
The AI DD™ 2.0 washing machine range features a minimalist design with a tempered glass door and an intuitive digital knob with LCD dial control. Key features include ezDispense™, which automatically dispenses the appropriate amount of detergent based on load size and can last up to 30 wash cycles on a single refill; TurboWash™ 360°, which delivers a thorough wash in just 39 minutes using multi-directional water jets; and Steam+™, designed to remove up to 99.9% of allergens such as dust mites while helping reduce wrinkles.
The washing machines also integrate with the LG ThinQ™ app, enabling users to remotely monitor wash cycles and access smart diagnostics through their smartphones.
LG Electronics India said the “Now Anyone Can Wash” campaign is being rolled out across YouTube, Instagram, Facebook, and other major digital platforms nationwide. According to the company, the campaign has already crossed 200 million views across platforms, indicating strong consumer engagement with AI-powered fabric care solutions.
