Reliance Digital has brought back its #TakeTheFirstBite campaign as Apple’s iPhone 18 Pro Series launch nears, and this time it has borrowed one of history’s most famous apple moments and given it a retail twist.
The latest creative reimagines Sir Isaac Newton as ‘Mr iSeek NewPhone’, standing in line outside the retail outlet for the newest iPhone. The wordplay on his name, and his link with the apple, is the campaign’s central hook.
The second creative picks up where the previous one ended. The physicist is seen beneath the famed apple tree, looking up in anticipation, though what he awaits is a very different kind of Apple drop. The two creatives now read as one continuing story.
The campaign builds on the #TakeTheFirstBite platform, which Reliance Digital introduced around earlier Apple launches, including the iPhone 17e and M5-powered MacBooks. With each iteration, the platform has tied the retailer to the excitement that surrounds a new Apple release, from smartphones to laptops.
This time, the focus shifts to the anticipation building around the flagship iPhone 18 Pro Series, the stretch where queues form and conversations begin. By placing a figure as universally recognised as Newton in that queue, the brand turns a familiar piece of science lore into a pop-culture moment.
The messaging also carries a clear commercial intent. Reliance Digital is positioning itself as the destination for consumers looking to get the new device early, ensuring that when the anticipation peaks, its stores are where shoppers think of heading first.
