Apple goes ‘Dum Maaro Dum’ to show the iPhone 13’s endurance

Watch the film here

Sep 15, 2021 11:04:00 AM | Video | Campaign India Team

Apple has just released its commercial for the iPhone 13 (not the iPhone 13 Pro or Pro Max). The action-packed film tails a delivery boy – an ‘everyday hero’, as Apple calls him – as he goes through a series of adventures with his iPhone 13 intact. 
 
The commercial is interesting for another reason, too. The brand, known for catchy background scores for their films, has used a remixed version of RD Burman’s iconic hit ‘Dum Maaro Dum’. The original track is from the 1971 film ‘Hare Krishna Hare Ram’ featuring actors Dev Anand and Zeenat Aman. Apple’s version of the track has sampled the haunting melody the song is known for, followed by a rap. 
 
The film shows the phone’s limits being tested as it encounters heavy rain, mud, sharp falls and all the elements that help show off the phone’s features to viewers.
 
Apart from the delivery boy, Apple has cast an unlikely ensemble as part of the ad’s cast – the iPhone 13’s features such as Water Resistance, Ceramic Shield, Superfast 5G and the New Cinematic Mode, to name a few. Apart from the star iPhone 13 itself, of course.