Apple’s new Diwali ad, Step Into the Light, features Juhi Chawla dancing to Roop Suhana from the 1994 film The Gentleman. While many liked the visuals, others said the campaign used cultural stereotypes. Viewers felt the grand palace and heavy jewellery showed an exaggerated, exotic version of Indian festive traditions.
A grand palace, elaborate jewellery, traditional costumes and a nostalgic Bollywood number. Apple's latest Diwali campaign has all the ingredients of a lavish festive spectacle, but not everyone is impressed. Featuring Juhi Chawla, the advertisement has drawn criticism for what viewers describe as an exaggerated portrayal of Indian culture.
Titled 'Step Into the Light', the festive film has drawn mixed reactions, with some viewers appreciating its elaborate visuals and others questioning its portrayal of Indian culture.
Several users have criticised the campaign for relying on what they describe as cultural stereotypes rather than reflecting the everyday traditions and community spirit associated with Diwali.
The campaign features Chawla recreating her iconic dance number Roop Suhana Lagta Hai from the 1994 film The Gentleman, which also starred Chiranjeevi. Originally composed by Anu Malik, the song was sung by SP Balasubrahmanyam and KS Chithra, with lyrics by Indeevar.
Set against the picturesque backdrop of Tijara Fort, a restored 19th-century palace in Rajasthan, the film gives the popular track a folk-inspired makeover.
Elaborate dance sequences feature performers dressed in traditional outfits drawing inspiration from India's textile heritage. Juhi Chawla makes a special appearance towards the end, sporting multiple festive looks, including a striking purple ensemble.
Watch the video here:
However, the campaign's visual treatment has become a talking point online. Some viewers felt that the elaborate choreography, heavy jewellery and stylised costumes presented an exaggerated, almost foreign-looking interpretation of Indian culture.
One user wrote, "I can't shake the feeling that this is very...ah how to say it, an exotic take of India from the Egyptian hieroglyphics choreography to the entire face being covered in random jewellery."
Others questioned whether the campaign's emphasis on grandeur and luxury did justice to the spirit of Diwali, arguing that the festival is as much about everyday rituals, family gatherings and community celebrations as it is about visual extravagance.
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The reactions have also brought back conversations around how global brands interpret Indian festivals in their advertising.
While some viewers welcomed the cinematic treatment and appreciated the effort to celebrate Indian music and textiles, others felt that the campaign leaned too heavily on an ornamental version of Indian identity.
The divide has left Apple's festive film being discussed for reasons beyond its star appearance and nostalgic soundtrack.