Apple has unveiled its latest Diwali campaign, ‘Step Into the Light’, celebrating India's cultural and textile heritage through a visual narrative that brings together traditional craftsmanship, dance and music. The campaign features actor Juhi Chawla and has been created in collaboration with Indian fashion label Raw Mango.
Directed by Sanjay Garg, founder of Raw Mango, the film has been shot entirely on the iPhone 18 Pro. Set against the backdrop of Tijara Fort, a restored 19th-century palace in Rajasthan, the campaign captures the festive spirit through a series of dance performances featuring artists from different parts of the country.
The choreography blends traditional and contemporary dance forms, with performers dressed in saris showcasing India's rich textile traditions, including Chanderi, Mashru and Varanasi brocades.
At the heart of the film is a folk-inspired interpretation of Anu Malik's popular 1990s track, ‘Roop Suhana Lagta Hai’. Through its narrative, the campaign explores the transition from darkness to light, using the symbolism of Diwali to convey a sense of optimism, celebration and togetherness.
Speaking about the creative concept, Sanjay Garg, founder of Raw Mango, said, “The concept evolved from the idea of celebrating literal lights, like diyas, to also capture the optimistic feeling of being in the light. The phrasing 'Step into…' is a call to join the celebratory atmosphere that grips the country during the festival.”
The film also highlights the camera capabilities of the iPhone 18 Pro, including its 48MP Fusion Main camera, variable aperture and smart focus tracking. These features were leveraged to capture the dance sequences in low-light conditions while maintaining focus on individual performers as they moved through the choreography.
Janamejaya Daroz, the film's director of photography, said, “The ability to work with a shallow depth of field was particularly useful in the low-light conditions we were shooting in. We shot a lot of the film at the widest aperture, f/1.48, which helped us draw attention to the individual dancers and play with interesting compositions in the frame.”
