New Delhi, July 30: LG Electronics India has launched its new digital campaign, “Now Anyone Can Wash,” highlighting AI DD 2.0 Washing Machines designed to make laundry simpler, smarter, and more inclusive for Indian households.
Built on the insight that laundry can feel complicated due to mixed fabrics, multiple wash settings, and uncertainty around detergent quantity, the campaign shows how LG’s AI-powered washing technology reduces guesswork and enables every household member to manage laundry with confidence.
At the heart of the campaign is a light-hearted digital film featuring a familiar home scenario. A husband is asked to do the laundry but hesitates when faced with a mixed pile of garments. LG’s AI DD™ 2.0 washing machine simplifies the process: users simply load the clothes and select AI Wash, allowing the machine to detect key laundry characteristics and automatically optimize the cycle. The film reinforces the message that, with the right technology, laundry no longer needs to be complex or limited to one person in the household.
Speaking about the campaign, Mr. 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 range also features a modern minimalist design, tempered glass door, and an intuitive digital knob with LCD dial control. Key features include ezDispense™, which automatically releases the right amount of detergent based on load size and lasts up to 30 wash cycles with one refill; TurboWash™ 360°, which uses multi-directional water jets to deliver a deep and even clean in just 39 minutes; and Steam+™, which helps remove 99.9% of allergens such as dust mites while reducing wrinkles.
With LG ThinQ™ app connectivity, users can remotely monitor wash cycles, and access smart diagnostics from their smartphones.
The “Now Anyone Can Wash” digital campaign is being rolled out across YouTube, Instagram, Facebook, and major digital media platforms across India. The campaign has already garnered more than 200+ Million views across platforms, reflecting strong consumer engagement and growing interest in AI-powered fabric care solutions.