Apple's ad ‘fumble' featuring British-Indian's tabla music goes viral

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Apple's ad ‘fumble' featuring British-Indian's tabla music goes viral

Apple's iPhone 12 ad features the song 'The Conference' by musician Nitin Sawhney

Apple's ad ‘fumble' featuring British-Indian's tabla music goes viral

New Delhi: The iPhone 12 series was released a few months back and the company is working its best to educate users on the benefits of the device.

On Wednesday, Apple shared a new advertisement promoting iPhone12 durability features, highlighting the device’s Ceramic Shield display, which is designed to be tougher than standard smartphone glass.

Interestingly, the use of tabla beats in a new campaign to highlight the durability of iPhone 12 soon gained the interest of viewers, especially across India.

Apple titled the 38-second visual advertisement as 'Fumble'. This features a woman walking on the sidewalk and fumbles with her iPhone 12 for several seconds, before it finally slips out of her control, hitting the ground, yet nothing happened to the iPhone 12 with tabla beats from the song 'The Conference' by British-Indian musician Nitin Sawhney as background music.

The video has gained over 7,54,312 views on YouTube while it has been extensively shared on social media websites.

The musician and song composer Nitin Sawhney also tweeted about the ad, saying: “Ha. They used my track 'conference' for the new Apple iphone12 ad. Never thought I'd see that."

Watch out the new apple’s “fumble” advertisement: