SINGER India launches digital campaign “Revive Traditions with SE9185”

SINGER India launches digital campaign “Revive Traditions with SE9185”

The campaign has been launched to introduce the three-in-one sewing, embroidery & quilting machine

Rakesh Khanna

Mumbai: SINGER India Ltd, a leading brand in the sewing machine and home appliances category, announced the launch of its latest three-in-one, Wi-Fi enabled sewing machine, The SE9185.

To mark the launch, SINGER India has launched a digital campaign, "Revive Traditions with SE 9185”, the campaign is a heartwarming ode, to the timeless bond of handcrafted garments, in which one sees a nostalgic moment between a mother and her pregnant daughter, who walks in with a piece of garment that her mother had made for her as a child. The frame captures the cherished bond and memories between the mother and daughter, highlighting the desire of the daughter to create a garment for her unborn child. However, due to the lack of time and skills, she struggles with embroidery and stitching. The next frame displays how SE 9185, with its user-friendly features helps the young mother to create a beautiful garment with complete ease.



The campaign celebrates a deep sense of love which one experiences when one finds a piece of garment handcrafted by mothers and grandmothers. It emphasizes how we treasure handmade items and encourages new consumers to #ReviveTraditions with SE 9185, which makes the art of crafting easy and simple with complementary software and mySewnet app.

The campaign aims to connect, engage, and build excitement with the new age, socially aware consumers around the trend of creating, crafting, and embroidery.

The top features of SE 9185 are:    

1  Wi-fi enabled.

2  Large 7 – inch color touchscreen

3  My Sewnet app

4  Post power outrage – resume embroidery design.

5  Free 100 MB cloud storage

6  151 built-in embroidery designs with 10 embroidery fonts

7  250 built-in stitches

8  Sewing speed at 850 SPM & embroidery speed 450 SPM

SE9185 boasts of mySewnet mobile app, which allows for monitoring of designs, receiving updates on progress and even thread levels. The machine features a seven-inch touchscreen and with Wi-Fi connectivity, users can access 250 built-in stitches, four sewing fonts, and seven types of one-step buttonholes. The machine resume designs in case of a power outage. It includes multiple built-in designs, featuring interesting and new patterns such as birds, tigers, bees, cameras, heels, margaritas, paws, and lipsticks.

SINGER India MD & vice chairman Rakesh Khanna said, “We are thrilled to introduce our game changer, the SINGER SE 9185. Our latest launch makes sewing & embroidery fun, easy and simple. We believe that today's consumers want to learn skills which allow them to showcase their creativity and there is another set of consumers who want to create something unique for themselves and for their loved ones but may not know how to do it, so they may be wanting solutions, driven by technology and that is exactly what SE 9185 offers. With software and an app, the machine allows for downloading of favorite designs, aids conversion into a prespecified format and then embroiders the design. All this without learning embroidery.” “We are confident of capturing a significant market share in this category with the new launch.”

SE9185 has been placed across key trade locations in Bihar, Delhi, Haryana, Jharkhand, Kerela, Northeast, Punjab, Telangana, and Uttar Pradesh and will be available across the country over the coming few weeks.

New consumers can call on the helpline number: 1800-103-3474 to request a free home demonstration.