Apple launches “Lessons” to transform how Indian college students learn with Mac

Apple celebrates a new way of learning for college students in its second Mac campaign for India, “Lessons”. Directed by award-winning director Ayappa, the new TBWA\Media Arts Lab APAC film shows raw and unfiltered student life set to an originally composed music track using voice samples of traditional advice students commonly hear from authority figures.

Building on the success of last year’s campaign, “Work Is Worth It”, this year’s film encourages students to break free from the mould and embrace a more creative and powerful way of learning with Mac.

In the film, Summarise in Writing Tools, powered by Apple Intelligence, helps a student simplify her studies, turning pages of notes into one succinct bullet point and preventing her from an all-nighter in the library. For another student, MacBook Air with M4 enables him to multitask with speed and fluidity when running engineering applications like AutoCAD, MATLAB and Xcode.

The campaign will air through the back to school period in summer on broadcast, digital and social media.

Apple Intelligence is the personal intelligence system that delivers helpful and relevant intelligence, while taking an extraordinary step forward for privacy in AI. Built into iPhone, iPad, Mac, and Apple Vision Pro, Apple Intelligence helps users write, express themselves, and get things done effortlessly.

For anyone who wants to learn more, check out “Hands On with Apple Intelligence” a film released by Apple, that shows how-to make the most of the following features:
• Clean Up in Photos: Perfect for those times when an unwanted object or person ends up in the frame of a photo. The tool gives users a way to remove distracting elements while staying true to the moment as they intended to capture it.
• Genmoji: Allows you to create personalised, customised emoji.
• Image Playground: Enables you to easily create fun and unique images.
• Writing Tools: Help you to rewrite, proofread and summarise text, as well as describe specific changes you want to apply to text.
• Summarise in Mail: Helps you quickly catch up on email threads and understand complex messages.
• Visual Intelligence: Helps iPhone users learn more about their surroundings.
• ChatGPT Integration: Access to ChatGPT is integrated into Writing Tools and Siri, so you can tap into ChatGPT’s expertise without having to switch between apps.
• Apple Intelligence is compatible with iPhone 15 Pro models, iPhone 16 series, iPad and Mac with M1 or later chips, and Apple Vision Pro, with more languages and platforms coming soon.

Learn more about Mac for college students here.

Credits
Agency: TBWA\Media Arts Lab APAC (India)
Director: Ayappa
Directors of Photography: Carlos Feher and Toni Vidal Llorens
Music: “Lessons” – Sofyann Ben Youseff