iPhone borrows from Indian wedding, promises to end wait for 'something special'

Watch the ad film conceptualised by Leo Burnett here

Jul 20, 2015 08:56:00 AM | Video | Campaign India Team

The first TVC for Apple's iPhone 6 for the Indian market was rolled out on 17 July. The ad film has been conceptualised by Leo Burnett.
The film is set against an Indian wedding. The groom, having gotten ready, sends a 'selfie' of him and his friends to the bride. She too is getting ready, and sends a picture of herself in reply. But she covers half of her face with her hand (keeping with the old custom of the bride's face being not being revealed until the wedding is over).
Through the day, the bride and groom keep exchanging pictures. The bride is always mindful of not sending a picture of her face. She instead sends pictures of the necklace on her, the ring on her finger, etc. The groom has by now reached the wedding venue and waits for the bride. She is escorted by family members to the mandap, where she still  manages to hide herself from the groom amongst the crowd. Against a racing heartbeat as background score, the groom finally sees his bride as she reaches the mandap, beaming. The film ends with a voice over saying, "We know how hard it is to wait for something special, which is why we offer iPhone6 on easy EMI." 
Client: Apple (iPhone)
Creative agency: Leo Burnett
EVP: Ravpreet Ganesh 
CCO: RajDeepak Das 
Creative director : Sudhir Das 
Director: Vikramaditya Motwane
Production house: Red Ice Films