Can Apple capture the magic of Deepavali through an iPhone lens?

Apple has teamed up with contemporary Indian fashion brand Raw Mango for its latest Deepavali campaign, "Step into the light", a cinematic film celebrating the festival through dance, fashion and the interplay between darkness and light.

Shot entirely on the iPhone 18 Pro, the film is directed by Raw Mango founder Sanjay Garg and set against the backdrop of Tijara Fort, a restored 19th-century royal palace in Rajasthan, India.

The collaboration brings together Apple's mobile filmmaking capabilities and Raw Mango's approach to Indian textiles and cultural storytelling, using the festival of lights as an opportunity to showcase both traditional craftsmanship and modern technology.

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At the heart of the film is a folk interpretation of Anu Malik's 1990s song "Roop suhana lagta hai" ('This form looks beautiful'), which accompanies a series of dance performances depicting the transition from darkness into light.

The choreography, performed by Big Dance Centre, blends traditional and contemporary dance styles, with performers dressed in vibrant garments that reflect the colours and textures of Indian textile traditions.

The wardrobe features textiles from across the Indian subcontinent, including Mashru, Varanasi brocades and Chanderi, with colours selected to complement the iPhone 18 Pro's finishes.

Founded in 2008 by Garg, Raw Mango is known for exploring Indian textile traditions through fashion, design and cultural experiences. The Apple collaboration follows the brand's first international runway show at London Fashion Week earlier this year.

Beyond its cultural storytelling, the campaign also serves as a showcase for the iPhone 18 Pro's camera capabilities, particularly its performance in low-light environments.

With light playing a central role in Deepavali celebrations, the film was deliberately shot in low-light conditions to demonstrate the device's 48MP Fusion Main camera and new variable aperture technology. The film also highlights the device's smart focus tracking capabilities, which use on-device intelligence to keep performers in focus as they move through synchronised choreography, including when they leave and re-enter the frame.

"Step into the light" debuted on 4 November across Apple's global Instagram account and Apple India's YouTube channel, ahead of Deepavali celebrations. A behind-the-scenes film was also released on Instagram Stories, offering a closer look at Garg's creative process and how the iPhone 18 Pro was used throughout production.

"Deepavali, for me, is the biggest festival of the year," said Garg. "It represents a change in weather where we welcome winter in the company of people we love."

The campaign comes as brands across the region tap into themes of family, connection and togetherness in their Deepavali storytelling.

In Malaysia, MR D.I.Y. turned the humble "good morning" message into a reminder to stay connected with its festive film, "Two blue ticks". The webfilm follows Kavya, a young woman who dismisses the daily forwarded greetings from her grandmother, Paati, until an unexpected incident involving Paati's close friend prompts her to reconsider the meaning behind the messages.

Meanwhile, in Singapore, gov.sg teamed up with integrated marketing agency DSTNCT for "Family assemble!", a Tamil-language Deepavali film that uses humour and family chaos to encourage Singaporeans to put down their screens. The film follows Parameshwari Paatti, who threatens to spend the festival with her friends after growing frustrated with her family's constant screen time, prompting them to reconnect without their devices.

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