Apple Unveils 9 Yard Enigma Campaign Celebrating Diwali with Cultural Elegance
Apple celebrates Diwali with the 9 Yard Enigma saree campaign, blending heritage and modern style through Gen Z perspectives.
In anticipation of the Diwali season, Apple has launched its 9 Yard Enigma campaign, a tribute to Indian heritage that merges culture with contemporary fashion. This initiative highlights the traditional saree, a nine-yard garment that has been a symbol of craftsmanship and elegance for centuries. Today, it continues to evolve as a form of self-expression, especially embraced by Gen Z, who see it as a blend of tradition and modernity for this year’s festivities.
This campaign, shot on the iPhone 16 Pro by visual storyteller Vikas Maurya, unfolds across the vibrant backdrops of New Delhi and Goa. With a career spanning over 14 years, Maurya brings his expertise in cultural photography, using the iPhone 16 Pro’s latest features to enhance storytelling. “The new Camera Control feature is transformative, offering instant access to essential tools, making each shot intuitive and seamless,” says Maurya. He further praises the 4K 120fps Dolby Vision video capture, which enhances the clarity and detail of dynamic visuals.
Highlighting the versatility of the iPhone 16 Pro, Maurya emphasizes its 48MP Ultra Wide camera, which captures expansive, detailed shots ideal for visually rich narratives. He notes that the compact design and exceptional image quality allow him to capture spontaneous, high-quality moments akin to professional cine cameras, making the iPhone 16 Pro a powerful tool in cinematic storytelling.