Have you ever known the pain of seeing the screen of your beloved phone cracked? The heartwrenching chinks and crazings etch themselves on your heart. The cracks would never be deeper than the ones you just felt rip your heart apart, isn't it?
With this exact sentiment as the heartbeat, Apple came up with a campaign titled “Relax It’s iPhone”. iPhone users do pay a high price for their devices, quite literally. So this campaign is definitely aimed at eliciting a sigh of relief from Apple’s valued customers.
Recently a new addition has been made to the global "Relax It’s iPhone" campaign, widening the horizon of their viewers and consumers alike. An enticing, adrenaline-inducing ad spot was released. Dubbed “Wreckshaw”, this ad spot became the first ever made-in-India advertisement for the campaign.
This blog will take you into the depths of this ad, and discovering all that went into the making of this energising ad film.
Context And Background
"Wreckshaw" marks a significant milestone in Apple's “Relax It's iPhone” campaign, as it represents the first advertisement tailored specifically for the Indian market. This move underscores Apple's strategic focus on expanding its presence in one of the world's fastest-growing smartphone markets. India's burgeoning market and increasing smartphone penetration make it a key battleground for tech giants like Apple. By creating a locally relevant ad spot, Apple aims to resonate more deeply with Indian consumers and strengthen its foothold in the country.
The term “Wreckshaw” cleverly combines “wreck” and “rickshaw”, two elements that play a central role in the ad's storyline. The ad spot showcases a fast-paced, adrenaline-inducing scene through the bustling streets of India, featuring a protagonist with the sleek iPhone as she navigates and outsmarts obstacles along the way. This action-packed narrative not only captivates viewers but also highlights the iPhone's capabilities in real-world scenarios, emphasising its reliability and versatility as a tool for modern living.
In addition to its entertainment value, "Wreckshaw" aligns with Apple's broader messaging of promoting a stress-free, enjoyable lifestyle facilitated by its products. By showcasing the iPhone's seamless integration into the protagonist's daily adventures, the ad spot reinforces the idea that with an iPhone in hand, users can confidently tackle any challenge while staying connected and in control. This approach to advertising demonstrates Apple's commitment to understanding and catering to the unique needs and preferences of diverse global markets.
Message and Theme
“Wreckshaw” encapsulates the essence of Apple's “Relax It's iPhone” campaign by presenting a compelling narrative centred around the theme of durability and innovation within the Indian context. Through the lens of a high-octane rickshaw-ride scene set against the vibrant backdrop of Indian streets, the ad spot delivers a powerful message about the iPhone's ability to withstand any sort of challenges with confidence and ease, without a single chink. This resonates deeply with Indian consumers, who value technology not only for its functionality but also for its potential to enhance their everyday experiences.
At its core, “Wreckshaw” celebrates the spirit of resilience and resourcefulness that defines India's bustling urban landscape. By showcasing the protagonist's use of the iPhone to overcome even in a narrative packed with obstacles and adversaries, the ad spot reinforces the notion that with the right tools at their disposal, individuals can conquer any obstacle and achieve their goals. This message aligns with Apple's brand ethos of fostering creativity and empowering users to unlock their full potential, resonating strongly with Indian audiences who aspire to thrive in a rapidly evolving digital world.
Furthermore, "Wreckshaw" underscores Apple's commitment to embracing cultural diversity and embracing local storytelling to connect with audiences on a deeper level. By creating a made-in-India advertisement that authentically reflects the experiences and aspirations of Indian consumers, Apple demonstrates its understanding of the unique cultural nuances and preferences that shape the Indian market. This approach not only strengthens Apple's brand presence in India but also fosters a sense of inclusivity and belonging among Indian consumers, solidifying their loyalty to the Apple ecosystem.
Cinematography
In "Wreckshaw," the bustling streets of India serve as a mesmerising backdrop that immerses viewers in the vibrant energy of urban life. The ad's visuals capture the chaotic yet captivating atmosphere of Indian streets, where bustling crowds, colourful storefronts, and honking vehicles create a symphony of movement and sound. Despite the congestion, the rickshaw driver skillfully navigates through the jammed roads with remarkable speed and agility, weaving through narrow alleys and dodging obstacles with ease. This dynamic portrayal of Indian street life not only adds excitement and drama to the ad but also showcases the resilience and adaptability of both the protagonist and the iPhone itself.
The juxtaposition of the rickshaw driver's daring manoeuvres against the backdrop of India's bustling streets creates a visually stunning spectacle that captures the essence of India's rich cultural tapestry. From the vibrant hues of clothing worn by passersby, every frame is infused with the vibrant colours and textures that define Indian aesthetics. This attention to detail not only enhances the visual appeal of the ad but also reinforces Apple's brand image as a purveyor of elegance and sophistication, seamlessly integrating its products into the beauty of the Indian landscape.
Moreover, the stunning visuals of "Wreckshaw" complement Apple's brand identity as a global innovator with a deep appreciation for cultural diversity. By showcasing the beauty and dynamism of Indian streets, the ad not only captivates viewers but also fosters a sense of connection and resonance with Indian audiences. The seamless integration of the iPhone into the fabric of everyday life in India underscores Apple's commitment to creating products that enhance the lives of people around the world, regardless of their cultural background. Through its visually captivating portrayal of India's urban landscape, "Wreckshaw" reinforces Apple's position as a brand that celebrates both innovation and cultural richness.
With the finesse of a master storyteller, the ad weaves a tapestry of chaos and comedy, showcasing the bobble head dog as the quirky conductor of this wild rickshaw ride. Every jolt and turn is meticulously choreographed, with the iPhone's descent becoming a thrilling subplot of its own, bouncing from seat to floor with a symphony of crashes. And amidst the chaos, our protagonist wears a sly grin, reassuring us with a nonchalant "relax, it's iPhone." But it's the subtle glances from bystanders, their eyebrows raised in amused disbelief, that add the final brushstroke of cultural wit to this uproarious scene.
The cinematography in the ‘Wreckshaw’ advertisement for the iPhone 15 is nothing short of breathtaking, with Director Prakash Varma masterfully capturing the essence of the chaotic rickshaw journey. the makers gave meticulous attention to detail in every frame, with Varma's signature style infusing each scene with energy and dynamism.
As the rickshaw swivels and speeds through the bustling streets, the camera deftly follows its every move, immersing viewers in the heart-pounding action. The fast-paced narrative unfolds seamlessly, propelled by a series of adrenaline-pumping sequences that showcase the iPhone 15's ability to withstand even the most turbulent of rides. With innovative camera angles and expertly choreographed stunts, the ad keeps audiences on the edge of their seats from start to finish, a true testament to Varma's cinematic vision and the iPhone's unparalleled durability.
Tone
Launching "Wreckshaw" during the Indian Premier League (IPL) was a stroke of marketing genius by Apple, as it allowed the ad to tap into the electrifying energy and widespread viewership of one of India's most beloved sporting events. By strategically timing the release to coincide with the IPL season, Apple ensured maximum visibility and engagement among Indian audiences, who are known for their fervent passion for cricket.
The ad's high-octane scenes and adrenaline-pumping action perfectly complemented the excitement and spectacle of IPL cricket matches, capturing the attention of millions of viewers across the country. Interestingly, the protagonist is shown watching an IPL match on her iPhone 15. Given that the ad has been unveiled in the middle of the IPL season, the depiction hits home for millions of cricket fans who like to watch cricket when they commute but also run the risk of damaging their devices in the process.
Moreover, by incorporating elements of IPL culture into the ad, “Wreckshaw” authentically captured the essence of IPL in India. The ad not only leveraged the widespread popularity of cricket in the country but also tapped into the deep emotional connection that Indian audiences have with the sport. By aligning the ad with IPL, Apple effectively positioned the iPhone as an integral part of the IPL experience, reinforcing its relevance and appeal to Indian consumers.
Furthermore, launching “Wreckshaw” during IPL allowed Apple to reach a diverse and expansive audience beyond traditional advertising channels. With IPL matches being broadcasted on television, streamed online, and even shown in public viewing areas across cities, the ad was able to reach viewers from all walks of life. This broad reach enabled Apple to further solidify its brand presence in India and connect with millions of potential consumers in a meaningful and impactful way.
Conclusion
In the latest advertising spectacle by Apple, the spotlight shines on the rugged resilience of the iPhone 15 in a spot titled ‘Wreckshaw’, marking a significant milestone as the first ‘Relax It’s iPhone’ film crafted in India. Collaborating with creative powerhouses and director Prakash Varma, this ad transcends the realm of mere commercialism, morphing into a visual extravaganza that captivates and delights.
Set against the backdrop of chaotic city streets, the sleek iPhone 15 navigates the tumultuous journey of a rickshaw ride with unparalleled grace and tenacity. With each bump and jostle, it proves its mettle against the odds, emerging unscathed and undefeated—a testament to its durability and engineering prowess.
The juxtaposition of the iPhone's elegant design against the rugged urban landscape creates a striking visual contrast that encapsulates the very essence of the Apple brand—seamlessly blending sophistication with resilience. And what better timing for its launch than during cricket season, a time when fans are engrossed in the highs and lows of the game? As enthusiasts immerse themselves in the cricketing frenzy, they can take solace in knowing that their iPhone is not just a bystander but a reliable companion, capable of withstanding the unpredictable twists and turns of match day excitement.
This ad isn't just another fleeting moment in the world of advertising—it's a poignant reminder of Apple's unwavering commitment to innovation, quality, and customer experience. Through meticulously crafted visuals, fast-paced editing, and a spirited soundtrack, ‘Wreckshaw’ takes viewers on a thrilling and bumpy ride, showcasing the iPhone 15 in all its glory. As we bid adieu to this captivating journey, let's raise a toast to Apple's relentless pursuit of excellence, proving once again that when it comes to pushing boundaries and redefining standards, they're always ahead of the curve.
Here are some images from what went on behind the scenes of this energetic ad film: https://www.instagram.com/p/C6CZIuSIN-K/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Credits
Brand: Apple
Agency: TBWA\ Media Arts Lab Singapore
Production Company: Nirvana Films
Executive Producer: Sneha Iype
Producer: Nandini MB
Director: Prakash Varma
Associate Producer: Shamanth Kumar
Director of Photography: Satchith Paulose
Production Designer: Manisha Khandelwal
Stunt Director: Parvez Shaikh and team
SFX: Joel Fonseca and team
Nirvana Accounts: Mamatha, Vivek, Mani & Savita
Nirvana Team: Deepthi, Sandhya, Venky, Eshwar, Kumar, Lochan & Krishna
1st AD: Kirti Nandakumar
DA: Nitya Misra, Ishan Gaur
ADs: Arun Sreekumar, Ananya, Ayush Govind, Sejal Randive, Arzoo Mishra, Boopathy Mathivanan & Rose Paul
Line Producer: Mahesh Roy
Production Manager: Imran Mullaji, Esheet Dedhia
TBL Manager: Dimple Sivarajan
Key Grip: The Grip Works
1st AC: Aniket Shinde
Focus Puller: Raju Balduri
2nd Focus Puller Amarabanda Rajesh
Gaffera; Fakhruddin Ansari
Phantom Operator: Rakesh Doshi
Bolt Operator: Anuj Samtani
Tracking Car & Low Loader: Amjad
Set Decorator: Tarannum Husein
Art Assistants: Kamakshi Achantani, Purnima Bhutoria
Prop Master: Vithika
Head Prop Boy: Srinu Pathri
Art Director: Ashok Panchal, Asif & Tausif Mulaji
Casting: Karan Mally, Nandini Shrikent and team
Costume Designer: Indrakshi Pattanaik
Costume Assistants: Aditi Nair, Firoz Ahmad & team.
Hair & Makeup: Pankaj Mhatre
Hair & Makeup Assistants: Tushar Shinde & Tanya Aamane
Production Team: Sunil Khade, Kishan Majhi, Shyam Majhi, Dildar Shah, Suresh and team
Security: Dome Security Service Gujarat Team:
Line Production: Gujarat Line Production Company
Line Producer: Sachin Agarwal
Production Executive: Bhavesh Parmar, Sharad Yadav, Neeraj Chaudhary, Prashant Sen
Production Coordinator: Shivangi Mistry
Art Assistant: Sanjay Sangada
Runner: Sahil Gothwal
Transport Manager: Kush Patel, Jani Bhai
Storyboard Artist: Arosh Thevadathil
Round 1 - Post Credits
Offline Editors: Mahesh Kumawat & Sally Salgaonkar
Sound Engineer: Arun Crasto
Sound Engineer Assistant: Sanketh Shetty
Post Studio: Sallys Films / Crastos Future Boom
Post Supervisor: Suresh K Bhosale
Post Assistant: Baraskar Kumar Music: “Buckle Up” by CHAII, Sam Bruno, Don Electron