There is no denying the aspirational value of the Apple iPhone in a market like India. But it seems Apple and its India partners are realising that this could also be a bit of a baggage. The first India-specific iPhone 6 advertisement released today is all about the iPhone, but it is also an effort to drive home the message that there are EMIs that let you own the phone more easily.
In India, Apple phones have always been considered niche and premium. While that has its benefits, it means that Apple has never been able to become the volume player in this market. This ad is all about bringing down that barrier. “We know how hard it is to wait for something special,” says the ad conceptualised around an India wedding ceremony. The television commercial, commissioned by Apple’s India distributor Ingram, is written and conceptualised by Leo Burnett India and directed by Vikramaditya Motwane. The ad has been created by Red Ice Films.