India, April 27 -- Apple has rolled out a new campaign in India that centres on a simple question - why switch to iPhone? The "Drumbeats" campaign, which went live on April 26, uses short films set in a royal court to show how common phone-related issues can be handled using iPhone 17 features. The release is timed alongside the ongoing Indian Premier League to tap into a large viewership base.

The campaign includes six films, each 15 seconds long. The setting is a palace where a messenger interrupts the king or queen with urgent updates. These range from lost devices to low battery and last-minute travel concerns. Each situation is resolved using a specific iPhone feature, linking the narrative to the broader theme of switching devices....