Bosch Home Appliances
Care #LikeABosch: Launching the 9 & 10 Kg Washing Machines
Overview
Bosch is a globally trusted brand known for precision, innovation, and reliability. In India, it has strong equity in the premium appliance segment but is steadily expanding its relevance beyond niche audiences.
With growing family sizes and evolving laundry needs, Bosch aimed to localise its offerings while strengthening emotional connect.
The focus was to position Bosch as not just a product, but a partner in everyday life.
Objective
The campaign’s goal was to drive awareness and market share for Bosch’s localised 9kg and 10kg frontload machines.
It sought to shift perception from a premium, utility-led brand to one that understands Indian family needs.
By highlighting easy large-load care, the campaign aimed to create emotional resonance, build top-of-mind recall, and deliver measurable business growth in a fast-growing segment.
Care #LikeABosch
Built on the truth that laundry in Indian homes is chaotic, the film uses a limbo backdrop to spotlight daily messes — a coffee spill, a muddy jersey, an oversized bedsheet.
Through VO-led supers and clean storytelling, Bosch is positioned as the calm, capable constant. The wardrobe-to-machine visual metaphor reinforced the brand promise: “Because no matter how messy life gets, we’re always ready to care like a Bosch.”
This simple, relatable story helped Bosch connect emotionally while showcasing product strength.
Not just a TVC
A key campaign extension was the influencer and micro-content layer that sustained buzz beyond the main film.
Partnering with lifestyle, parenting, and home creators, Bosch transformed the “big family, bigger laundry” insight into short, relatable Reels and Stories. These everyday snippets of laundry chaos and easy washes drove organic engagement, expanded reach cost-effectively, and strengthened Bosch’s emotional bond with families — seamlessly bridging the hero film and daily digital moments.
Outcome
The campaign delivered strong business and brand results, driving a +25% market share gain in the 9/10kg category and 170%+ volume growth for the 9kg portfolio.
With 230M+ impressions and 32M+ reach, it built mass awareness while mobile and social drove deep engagement — over 11M clicks and 7M website visits.
Influencer and digital activations amplified relatability, while the film and KV created high recall. Bosch strengthened its emotional connect with families, positioning itself as a category challenger with a clear, memorable brand story.
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