Apple takes audiences on ‘wreckshaw’ ride to showcase iPhone’s durability

Delhi: Taking inspiration from the roads of India and bumpy auto rides, Apple India has released a new film showcasing the robustness of its latest iPhone models. The focus of this film is on the iPhone's construction, highlighting the use of 'aerospace-grade' aluminum.

The ad film is titled 'Wreckshaw,' a witty play on the commonly used term 'rickshaw' for autos in India. The film portrays a dramatic scenario where an iPhone user is navigating a rickshaw ride, filled with swift twists and turns. As the rickshaw zips through the streets, the protagonist, engrossed in watching a cricket match on her iPhone 15, inadvertently drops her phone. 

Despite the rough handling and bouncing inside the rickshaw, the iPhone emerges without a scratch, showcasing its impressive durability thanks to its aerospace-grade aluminum build.

This ad, created in collaboration with TBWAMedia Arts Lab, Singapore, is part of the 'Relax. It’s iPhone' campaign. It ties in with the ongoing excitement of the IPL, as the protagonist watches IPL on her phone. The ad film, which is the first locally produced Apple ad in India for this campaign, is set to be broadcast across television and digital platforms, highlighting the ruggedness of the iPhone in everyday life scenarios.