Camera quality is a key consideration point for smartphone buyers in India. In this Android-dominated market, Apple needed to prove that iPhone 14 Pro’s enhanced camera capabilities are unparalleled for making cinematic content. Recognising the pivotal role that movies play in Indian culture, we set out to establish iPhone as a professional-grade filmmaking tool with India’s first Bollywood short film, shot entirely on iPhone.

Partnering with legendary director Vishal Bhardwaj, “Fursat” is a reinterpretation of the rich storytelling and visual grandeur that typifies Bollywood, told through Bhardwaj’s unique artistic style. 5 original songs serve as the narrative backbone to this fantasy-musical, playing to Bhardwaj’s fame as a music producer and director.

A nation-wide OOH takeover, teasers, and BTS content ensured “Fursat” was launched like a Bollywood blockbuster, giving Bhardwaj another stellar film as a prolific director, and proving that iPhone can bring even the most ambitious creative vision to life.

“Fursat” is a short film that captures the essence of Bollywood in a 30-minute film. To demonstrate that the camera capabilities of iPhone 14 Pro, Apple collaborated with renowned director Vishal Bhardwaj and a team of the industry’s best to create a film of Bollywood proportions.

Acknowledging the importance of music, song and dance in Indian cinema, “Fursat” leans in to all that Bollywood holds dear, while reinventing the storytelling and visuals in an unexpectedly modern way.

Told through 5 original songs, the story follows a young man as he travels through time in an attempt to control his future, haplessly putting in jeopardy all that he holds most precious in the present.

“Fursat” leans into the two biggest culture-drivers in India; movies and music. Music is the backbone of Bollywood and to stay authentic, Apple tagged in some of the country’s best musical talent to create 5 original multi-genre songs that would resonate deeply with our audience.

Launched on Disney+ Hotstar (India's leading VOD) and on the Apple India and Apple US YouTube channels, the film reached a wide local and global audience. Accompanying the release of the film was a BTS look at making the magic come to life, :60 and :30 sec trailers to build buzz, and a nation-wide OOH takeover to drum up excitement just like any other major film release. 

With a renowned director, legendary lyricist, celebrity choreographer, and famous singers and actors, the film was able to reach Bollywood fans and fanatics alike. "Fursat" was shared across platforms, tweeted and reposted by audiences and several Bollywood heavyweights.  

To make a true Bollywood film with music at its core, we sought a director whose vision would do it justice. With his legendary musical credentials, director Vishal Bhardwaj imagined a film where the narrative was driven by the songs. 5 original songs were written, along with an original score for the background music.

Acknowledging the pivotal role of lyrics in a musical, the songs were penned by one of India’s most venerated Indian poets of this era, Gulzar. Renowned vocalists Sukhwinder Singh and Kailash Kher created high cultural resonance lending their instantly recognisable and widely loved voices to the songs.

The soundtrack is a blend of genres and emotions — a soulful love ballad, an upbeat wedding song, a fierce folksong, and a contemporary marquee track. Each track represents the conflict of the storyline and the characters and ties the story together.

“Fursat” was released on Disney+ Hotstar (India’s leading VOD platform), and on the Apple India and Apple US YouTube channels. It quickly garnered a total of 154M+ views, and organically trended as one of the top 10 new releases on Disney+ Hotstar. “Fursat” also added 400,000 new subscribers to the YouTube India channel within weeks of its release.

Media coverage for the film spanned across 32 countries, and the film was shared widely across social media platforms, notably by top talent in the industry. There has been an overwhelming response to the fact that a film of this scale can be captured on iPhone, and the shock and awe is consistent across the many reviews, comments and stream of reaction videos that surfaced after the launch.