Chennai : A white goods company in India has launched what it says is the country’s first unisex washing machine in a campaign that playfully confronts the issue of gender equality.
In an ad created by RK Swamy BBDO for Lloyds Washing Machines, a couple are in a department store and a salesman approaches the husband and offers to show him his line in washing machines. “Show it to her, it’s her department,” the husband says. The salesman turns to the lady, who asks: “Do you have a unisex washing machine?”
“All machines wash both men’s and women’s clothes,” the husband replies, missing the point. “No, I think ours is a ladies only machine – because you never touch it,” the wife replies.
The salesman recommends Lloyds Washing Machines. “It’s so easy that even sir can do the washing,” the wife concludes.
Sunil Kukreti, senior partner, R K Swamy BBDO, said: “The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd Washing Machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of ‘Unisex’ washing machines will reinforce the message that women want men to help out.”
Ankur Suman, senior brand design director, RK Swamy BBDO, added: “The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message.”