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3 min read
While some admired Apple’s Diwali ad for being a colorful presentation, others have questioned whether the campaign accurately represents Indian culture or relies on popular tropes.
Apple’s latest Diwali campaign has brought a familiar Bollywood face back into the spotlight, blending nostalgia, festive fashion and an iconic song into a visually elaborate celebration. Featuring actress Juhi Chawla, the advertisement revisits a memorable moment from the 1990s while giving it a fresh cultural spin.
However, what appeared to be a salute to India’s festive mood prompted an internet controversy. While some may admire its colorful presentation, others have questioned whether the campaign accurately represents Indian culture or relies on popular tropes.
Apple Diwali campaign
features Juhi Chawla’s iconic dance
Titled Step Into the Light, Apple’s festive campaign features Juhi Chawla recreating her iconic dance number Roop Suhana Lagta Hai from the 1994 film The Gentleman.
The campaign, set against the magnificent backdrop of Tijara Fort, a restored 19th-century palace in Rajasthan, has intricate dance sequences, traditional attire, and performers presenting looks inspired by India’s textile legacy. Juhi makes a special appearance near the conclusion, wearing a variety of festive outfits, including a startling purple one.
The campaign also gives the original song a folk-inspired makeover. Composed by Anu Malik, Roop Suhana Lagta Hai was sung by SP Balasubrahmanyam and KS Chithra, with lyrics The track originally featured Juhi in The Gentleman, which also starred Chiranjeevi
Apple’s Diwali advertisement faces accusations of stereotyping India
Despite its elaborate production and nostalgic appeal, the campaign has found itself at the centre of an online backlash. Several social media users have questioned its portrayal of Indian culture, arguing that the visuals appear to rely on an exaggerated, outsider’s interpretation of the country.
One user expressed discomfort with the choreography and styling, writing, “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. Glad to see gorgeous dusky ladies, though. Just feels very discomfiting to turn that Jeeyyyhohh type gaze on ourselves IN India featuring an Indian icon.”
Apple’s new Diwali ad captures very little of India as it actually is, but almost everything about how outsiders imagine India to be.Hey @Apple, Representation is not the same as understanding. https://t.co/lX1JsniTaJ
— Ankit Bhuptani 🏳️🌈 (@CitizenAnkit) November 6, 2026
The comments have fuelled a wider discussion about cultural representation in advertising, particularly when global brands attempt to capture the diversity of Indian traditions through festive campaigns.
The Gentleman: The 1994 film behind Juhi Chawla’s viral song
Released in 1994, The Gentleman was a Hindi remake of Shankar’s 1993 Tamil film Gentleman. The film’s music also carried a connection to the original, with Roop Suhana Lagta Hai adapted from A.R. Rahman’s Ottagathai Kattiko, which featured in the Tamil version.
