Cheil India simplifies laundry via new campaign for Bespoke AITM Laundry for Samsung
Samsung introduces the Bespoke AITM Laundry washing machine with a new campaign, created by Cheil India, that highlights the convenience and intelligence AI brings to laundry. The campaign stars Indian actresses – Nimrat Kaur and Ira Dubey, highlighting how Samsung’s advanced AI technology eliminates the guesswork in washing. Samsung’s advanced AI technology ensures a seamless laundry experience, giving users more time to enjoy what truly matters—pursuing the activities they love.
Introducing Samsung Bespoke AITM Laundry, featuring a spacious 12kg drum and innovative 5-step AI sensing technology. This machine effortlessly washes bulky items, reduces wear and tear, and adjusts wash cycles based on wash load, fabric softness, soil level, and detergent needs, providing a tailored solution for any kind of load.
Saurav Katyal, Senior Director at Samsung India, said: “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 AITM 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.”
The latest Samsung film offers a refreshing and light-hearted take on laundry, cleverly drawing parallels between relationships and washing clothes. Just like people, clothes need different levels of care – some are delicate, some easy-going, and some require extra attention. But instead of stressing over it, Samsung’s AI Wash technology does the thinking for you, ensuring each fabric gets the perfect treatment.
Featuring Nimrat Kaur and Ira Dubey, the campaign brings this idea to life in a fun and relatable way. Dubey plays the voice of reason, stressing about the challenge of getting the perfect wash. Kaur, on the other hand, introduces us to the Bespoke AITM Laundry by effortlessly tossing an entire load into the washing machine, showcasing the power of AI to end the guesswork and make laundry simpler and smarter.
Vikash Chemjong, CCO at Cheil India, said: “In today’s fast-paced world, we’re all looking for innovations that simplify our lives. With the Bespoke AITM Laundry film, we are highlighting how cutting-edge technology can transform even the most mundane household chores into a cakewalk.”
Tripti Surana, Executive Creative Director at Cheil India, said: “The Bespoke AITM 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 AITM 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.”
Credits
Agency: Cheil India
National Head, Cheil India – Samsung Business: Mandeep Sharma
Campaign Director: Kapshin Cho
Chief Creative Officer: Vikash Chemjong
Executive Creative Director: Tripti Surana
Account Management HOD: Shruti Negi
Account Management Team: Ankan Guhathakurta & Tushar Wadhen
Creative Team: Hina Talwar & Vishnudas Kunchu
Strategy Team: Aparajita Biala & Aniket Paul
Client (SIEL Team): Saurav Katyal, Karina Sudarsan & Bharti Agnihotri
