Apple’s marketing and brand communications is centralised. As far as I know, their US based Worldwide Marketing team plans and executes most of the brand’s campaigns either in-house or through their long-time ad agency partner TBWA\MediaArtsLab, which is exclusively dedicated to Apple. Their classic campaigns such as ‘Think Different’ were from Chiat-Day. In many markets, ads created by this team run as is, across platforms – TV, print and outdoor. If the ad is for iPhone, the respective telecom operator’s logo is added to the last frame. In India’s case that would be Airtel or Jio. The global ads also include ads for Macbooks, the services ecosystem (as seen in the comedic series ‘The Underdogs’ which promotes the products and services dramatising how they are all integrated) and special occasion ads such as Christmas.
Aside from these, Apple makes market specific ads: ads for Chinese New Year, bespoke ads for Japan, UK and other markets are common. The famous ‘Mac vs PC’ ads for a UK version too. India was not part of such for many years. India grew gradually in importance thanks to booming sales, market-specific ads are being made for India too and that’s a good sign. Apple’s annual sales in India surpassed $10 billion (over ₹1,03,853 crore) for the first time in the fiscal year ending March 2026, marking a 31% growth from the previous year. [Source: ET]. Apple India’s latest ad, timed with Diwali is ‘Step into the light’.
As with most ads from Apple, the ad is sharply focused on the product benefits: improved low-light video, sharper detail, and stunning depth of field in the iPhone 18 Pro. But it failed to move me, a long-time Apple fan. I have long held the belief that Apple’s ads specifically made for India, have a touristy flavour – ‘as seen from a foreigner’s eye’ reinforcing stereotypes or imagining what India would be as perceived by a tourist. A case in point: the 2024 ad, titled ‘Wreckshaw‘ – dramatising the toughness of the iPhone 15 while the protagonist commutes in a chaotic Indian city street in an auto-rickshaw. While the benefit is clear, it ticks all the boxes of the India stereotype – chaos, bad roads, dilapidated buildings and grime. A cow blocking the road or a snake charmer were missing. I am not suggesting that such streets are not seen in India. But other story opportunities could have been explored to drive home the benefit, which don’t reinforce the stereotypes, that too the ones with negative imagery or as ‘expected’ from a tourist. In India today there is a tremendous amount of self belief and ordinary people have witnessed a lot of change in infrastructure, digital lifestyle and so on. Do they want to be reminded of grime and chaos again from a premium lifestyle brand like, Apple? I doubt it. I also felt that the a 30-minute Bollywood-style musical short film directed by Vishal Bhardwaj in 2023, was again, the west’s obsession and equating India to Bollywood. Yes, the ‘lungi dance’ had Hollywood stars dancing too but for an Indian for whom Bollywood is not novelty is such a theme a ‘wow’ moment?
The new Diwali ad, is anchored on a Bollywood fusion type dance set to a popular Hindi film song (which anyway was copied from a Tamil movie) and has costumes that feel so alien to the mood & emotions of the festival. I would day, it doesn’t evoke a positive emotion and hence an opportunity lost.
I am not suggesting that this will diminish the ‘desire’ for an iPhone among consumers. But as a brand of stature, the festive occasion could have been used to create a brand communication that strengthens brand affinity…makes the consumer feel good after watching the ad. And subliminally, transfer the positive equity to the brand. Amazon India did it with their Diwali ad this year too.
In contrast, let’s look at the efforts from Apple on other occasions:
- In 2013, Apple released ‘Misunderstood’ – one of my all time favourite Christmas ads. A seemingly disengaged teenager at a family Christmas gathering, is constantly on his iPhone. The story sets up tension only to reveal a touching denouement: he was editing the family holiday video on his phone. That moment brings the family together and tears in the viewer’s eyes. I don’t even celebrate Christmas yet I was moved watching the film on YouTube thousands of miles away.
- ‘Fuzzy Feelings‘, a 2023 film, blend of live action and stop-motion animation where an office worker transforms her feelings toward a grumpy boss. Again, it moved me – evoked an emotion and a sense of wonder at the advertising craft. Such efforts go a long way in making the halo around Apple brighter.
- For Japan, Apple transformed its App Store logo into a creative portal opening a diverse world of 16 app categories. The art direction and design sensibilities are anchored in Japan’s culture and feels very authentic.
- In 2015 Apple released its first custom ad for the Chinese New Year period. Since then every year, the story telling gets so many things right: local culture, heart warming stories of kindness, brilliance of film production, a social message – and so much more. In 2024, a film focused on Gen Z insecurities and self-acceptance. Their 2025 film, ‘Glad I met you’ blends live-action cinematography and stop-motion – almost like a Pixar masterpiece.
In general, I feel there are very few ads in India that capture the essence of Diwali in a relevant, credible and emotional manner. I am die-hard fan of Apple. The type who used to defend the brand back in the days of Mac vs PC wars on tech blog forums and latter on social media when it came to iPhone vs Android. I love their advertising too. All the ads are sharply focused on the product or service, its features and suggest the benefit clearly to the viewer or reader. Remember ‘RIP Leon’ ad – that’s a great example. It showcased the ‘un-send’ option so well. And then we have great, emotive story-telling by the brand in markets like China. In that context, I thought the new Diwali ad was a missed opportunity.
