Apple has spotlighted Indian culture for its latest ‘Shot on iPhone’ campaign, using the celebrations surrounding Diwali to put the iPhone 18 Pro’s camera capabilities through their paces.
Titled ‘Step Into the Light’, the film was created in collaboration with Indian fashion label Raw Mango and directed by its founder, designer Sanjay Garg. Shot entirely on the iPhone 18 Pro, the campaign used a series of dance sequences to explore the festival’s relationship with light, while demonstrating how the iPhone’s camera is able to perform in darker settings.
Set at Tijara Fort, a restored 19th-century palace in Rajasthan, the film follows performers moving through the historic property in carefully choreographed formations. The production brings together traditional and contemporary dance, with costumes drawing on textile techniques from across India, including Mashru, Varanasi brocades and Chanderi.
The visuals are accompanied by a folk interpretation of Anu Malik’s 1990s song Roop Suhana Lagta Hai, originally featured in the 1994 film The Gentleman. Actor Juhi Chawla, who starred in the film, also made an appearance.
Apple used the movement, changing light and intricate details of production to showcase what its latest camera can capture. Much of the film takes place in low-light conditions, with the dancers moving between illuminated spaces and darker sections.
The film also demonstrates Smart Focus Tracking, which uses on-device intelligence to keep individual performers in focus as they move through the choreography.
The campaign was conceptualised by TBWA\Media Arts Lab India, with April Studios handling production. Raw Mango worked on the creative collaboration and post-production alongside Heckler.
The film debuted on November 4 across Apple’s global Instagram account and Apple India’s YouTube channel, with a behind-the-scenes feature also released through its Instagram Stories.
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The latest instalment adds another culturally specific execution to Apple’s long-running ‘Shot on iPhone’ platform.
