SINGER India launches "Revive Traditions with SE 9185" campaign

SINGER India Limited, a leading brand in the sewing machine and home appliances category, announced the launch of its latest 3-in-1, Wi-Fi enabled sewing machine, the SE9185.

For marking the launch, SINGER India has unveiled a digital campaign, "Revive Traditions with SE9185". The campaign is a heartwarming ode to the timeless bond of handcrafted garments, featuring a nostalgic moment between a mother and her pregnant daughter. The daughter brings a cherished piece of garment made by her mother when she was a child, highlighting the bond and memories they share. The daughter wishes to create a similar garment for her unborn child but struggles with embroidery and stitching. The SE9185, with its user-friendly features, helps her create a beautiful garment with ease.

The campaign celebrates the deep love associated with handmade items, encouraging new consumers to #ReviveTraditions with the SE9185, which simplifies the art of crafting with complementary software and the mySewnet app. It aims to connect with and engage socially aware consumers around the trend of creating, crafting, and embroidery.

The SE9185 boasts the mySewnet mobile app, allowing users to monitor designs, receive progress updates, and check thread levels. The machine features a 7-inch touchscreen, Wi-Fi connectivity, 250 built-in stitches, four sewing fonts, and seven types of one-step buttonholes. It resumes designs after power outages and includes multiple built-in designs with unique patterns like birds, tigers, bees, cameras, heels, margaritas, paws, and lipsticks.

Rakesh Khanna, MD & Vice Chairman of SINGER India, said: “We are thrilled to introduce our game changer, the SINGER SE9185. Our latest launch makes sewing and embroidery fun, easy, and simple. We believe that today's consumers want to learn skills to showcase their creativity, and there are others who want to create unique items for themselves and their loved ones but may not know how. The SE9185 offers technology-driven solutions for both.”

He added: “With software and an app, the machine allows for downloading favorite designs, converting them into a prespecified format, and then embroidering the design—all without needing to learn embroidery. We are confident of capturing a significant market share in this category with the new launch.”

The SE9185 is available across key trade locations in Bihar, Delhi, Haryana, Jharkhand, Kerala, Northeast, Punjab, Telangana, and Uttar Pradesh, and will be available nationwide in the coming weeks.