Set against the grandeur of Tijara Fort, a restored 19th-century palace in Rajasthan, Apple’s Deepavali film in collaboration with Indian fashion label Raw Mango is a feast for the eyes.
Directed by Sanjay Garg, the founder of Raw Mango, the film titled Step Into the Light bears the imprint of his aesthetic sensibilities, which have long defined the label’s design language.
Colour plays a central role, as dancers move through the palace in vivid textiles, showcasing the richness of India’s documented weaving traditions, including Chanderi, Mashru, and Varanasi brocades.
Raw Mango has built its identity around reinterpreting India’s textile heritage through a contemporary lens. This collaboration comes shortly after the brand’s international runway debut at London Fashion Week.
The video’s soundtrack adds a wave of nostalgia. A folk reimagining of Anu Malik’s 90s hit song “Roop Suhana Lagta Hai”, plays up the sense of familiarity for viewers, while steering clear of the cliched use of diya lamps and festival greetings.
The contemporary take of the song was choreographed by the Big Dance Centre troupe.
Of course, this is also a Shot on iPhone campaign. With light forming the crux of the festival, the entire film was captured on the iPhone 18 Pro, playing up the phone’s 48 MP Fusion Main camera and its low-light capabilities to bring the textiles, shadows and movement to life.
Ultimately, this is an advertisement for Apple’s phone, but it is disguised brilliantly by Sanjay’s vision, which takes precedence and allows the product to recede into the background.
