The brand new Apple iPhone X Ad is going to tug at every Bong’s heartstrings like nothing else! Featuring RD Burman’s iconic music piece from The Burning Train, the company has taken a refreshing turn from its usual moody American sound to an upbeat one.
The ad plays on iPhone X and its Face ID unlock feature in a funky way, with a dungaree-clad teenager unlocking everything in her path with a single bemused look. Tailoring her movements to Burman Da’s groovy and up-tempo music, the advertisement is a minute long treat for Bollywood lovers everywhere. The video’s producer Pete Cannon took to Twitter for a special shoutout for the composer and why they chose his work.
Hi Guys, I just want to address the sample used in the new Apple iPhoneX advert. It samples a track from the great R D Burman's 'Burning Train’ and it's a MAGICAL piece of music! It was cleared/licensed via Blurred Recs courtesy of Saregama. Everyone is on board and loves it. ;)
— Pete Cannon (@petecannonbeats) March 19, 2018
Apple’s shift to using a more regional sound can be a way to cater to it’s already engaged Indian audience, a market that has shown a lot of growth in terms of using the company’s products. The sound byte mixed with fun visuals is sure to excite desi techies and will be an amusing new vibe for a global audience as well. Plug in your headphones, turn up the sound and enjoy the advert right here:
This isn't the first time an Indian was featured in an iPhone ad. Previously, A.R. Rahman became the first Indian celebrity to be a part of an Apple campaign. His selfie featured in Apple's “Selfies on iPhone X” advertisement campaign. Talking about his involvement with the campaign, when asked by a leading newspaper about what he looks for in selfies, Rahman was quoted saying, “Just reflect what you want others to feel… and make sure your face flirts with the light source.” It sure seems like Apple executives are a fan of Indian music, and why not, it is shudh desi excellence!