Apple has collaborated with contemporary Indian fashion brand Raw Mango for its latest Deepavali campaign, “Step into the light”. The cinematic film celebrates the festival through dance, fashion and the interplay between darkness and light. Directed by Raw Mango founder Sanjay Garg, it was shot entirely on the iPhone 18 Pro at Tijara Fort, a restored 19th-century royal palace in Rajasthan.
At its heart is a folk interpretation of Anu Malik’s 1990s song “Roop suhana lagta hai”, accompanying dance performances by Big Dance Centre that depict the move from darkness into light. The choreography blends traditional and contemporary styles, while the wardrobe features Mashru, Varanasi brocades and Chanderi, with colours chosen to complement the iPhone 18 Pro’s finishes.
The campaign also doubles as a showcase for the device’s camera. With light central to Deepavali, the film was deliberately shot in low light to demonstrate the 48MP Fusion Main camera and new variable aperture technology. Smart focus tracking, powered by on-device intelligence, keeps performers sharp through synchronised choreography, even as they leave and re-enter the frame.
“Step into the light” debuted on 4 November on Apple’s global Instagram account and Apple India’s YouTube channel, with a behind-the-scenes film on Instagram Stories. “Deepavali, for me, is the biggest festival of the year,” said Garg, adding that it represents a change in weather where winter is welcomed in the company of loved ones.
