Apple’s new Drumbeats campaign showcases iPhone 17 features through stories from palaces

News India Live, Digital Desk: Apple has always been known for its marketing and innovative advertisements. Recently, the company launched its new mobile phone during big events like the ongoing IPL (IPL 2026) in India. ‘Drumbeats’ Campaign has been launched. The most special thing about this campaign is that it has been shown in a very witty and simple manner by combining modern technology with Indian historical heritage i.e. ‘rajmahals’.

What is the theme of ‘Drumbeats’ campaign?

In this advertisement series, it is shown how the kings and emperors of old are using the features of iPhone 17 in their royal courts and palaces.

Desi Touch: The grandeur of Indian palaces and traditional music (Drumbeats) have been used in it.

Funny presentation: Instead of making the technology look ‘cumbersome’, Apple has made it quite funny, so that the common user can understand how iPhone 17 can make his everyday life easier.

Features of iPhone 17 that are highlighted in this campaign:

Ceramic Shield 2: It is shown in the advertisement that the phone remains safe even after falling on the battlefield or the rocky ground of the palace. This new coating provides 3 times more scratch resistance than before.

Outdoor Brightness (3000 Nits): It has been shown very well how the screen display is clearly visible even in the bright sunlight coming from the open windows of the palaces.

Action Button: Kings are shown opening a torch or camera with a click, promoting new features of ‘Visual Intelligence’.

Better Battery Life: Even during long royal celebrations, the iPhone 17’s battery lasts (up to 30 hours of video playback).

Apple’s focus on Indian market

This campaign of Apple is directly designed to attract the middle and upper class customers of India. ‘Drumbeats’ The campaign conveys the message that iPhone is not just a ‘foreign brand’ but also fits perfectly into the Indian culture and lifestyle.

Key specifications of iPhone 17 series (at a glance)