Apple India Puts iPhone 17 Features to the Test in a Royal Court via TBWA\ Media Arts Lab India

Apple India is dialing up the humour in a new series of films for the iPhone 17, created with TBWA\ Media Arts Lab India, set inside a grand royal palace where even kings and queens aren’t immune to modern-day mishaps.

 

Directed by Ayappa KM, one of India’s top directors, the campaign unfolds through a series of comedic spots in which a panicked royal messenger repeatedly interrupts court with bad news. From missing AirPods to a last-minute flight and a dying battery, each crisis is swiftly resolved using the iPhone 17.

Each film showcases a different feature in action:

Find My — The king tracks down his missing AirPods at a boba shop using Find My, which can show where your AirPods are located on a map and even play a sound to help you find their precise location when they’re nearby.

Visual intelligence — After her shoes are ruined, the queen uses visual intelligence to quickly search for and find a replacement pair.

Center Stage front camera — The king captures a selfie with his many grandchildren using the Center Stage front camera, which can automatically expand and rotate the frame so everyone fits in the shot.

Dual Capture — Using Dual Capture, the king records on the front and rear cameras simultaneously to capture a baking vlog, giving instruction for making a cake alongside his step-by-step creation.

Fast Charging — With a flight moved up, the king’s battery is charged 50% within 20 minutes using fast charging.
The work flips traditional royal storytelling on its head, placing familiar, everyday frustrations into an unexpected, regal setting.

The campaign launches across TV, digital, and social during the Indian Premier League, India’s biggest sporting event of the year.

Credits
Agency: TBWA\ Media Arts Lab (India)
Director: Ayappa KM
Production Company: Earlyman Film
Post-Production Company: Heckler
Editing: Earlyman Film
Director of Photography: Daniel Abelló