Witnessing tech-enthusiasts and novices from every nook and corner of the world, global technology manufacturer- Apple’s launch events grab a significant number of eyeballs year after year. Nonetheless, as the tech giant launched its iPhone 13 range of smartphones, the new series was not the only novelty which struck the audience’s attention. Bollywood fans could not help but gush over RD Burman’s 1971 masterpiece- Dum Maro Dum, playing in the background of the launch advertisement.
From the carefully curated music portfolio of one of India’s oldest record-label Saregama, Dum Maro Dum made a surprising entry at the start of the iPhone 13’s promotional video, “Work All Day”, song by the artist Footsie. The iconic guitar riff was recognized by the audience in a heartbeat. Played for the second time during an Apple event, the quintessential audio was also picked up during the company's CEO Tim Cook’s arrival before presenting the product line-up.
It’s not surprising, that this is not the first time this youth anthem of the 1970s has spread its influence beyond borders. The transfixing, almost hypnotic notes of this marvel have inspired one too many bands on their soul-searching journeys to India.
Cats out the bag! I can finally announce I was asked by Apple to do the music for the new worldwide iPhone 13 Advert! It uses mine and @Footsie track 'Work All Day' with some additional production i did for the advert! - https://t.co/9tYaHCDjeJ
— Sukh Knight (@SukhKnight) September 14, 2021
Picking up on Indian music’s global recognition, Vikram Mehra, Managing Director, Saregama India said, “Indian music is moving beyond capturing the imagination of its home-audience. The fact Apple used a 50-year-old Saregama melody for its product launch, proves that this music has arrived at a global stage. We are elated to convey that Saregama is now sharing its massive content repository with a global audience.”
That was it for Bollywood fans, who went berserk on social media after hearing the prelude to their favourite song at such a big event. Some even joked that the song might be the only thing a few people can take back home - as the products are too highly priced and started a meme fest on Twitter. Check out some of the most hilarious reactions from netizens below:
#Apple using Dum Maaro Dum ‘s hook in its #iPhone13 intro reinforces the genius that RD Burman was. Simply so ahead of his times !! #AppleEvent
— Mr. Nobody (@scorpioyadav) September 14, 2021
Did I just listen to a “Dum Maro Dum” remix at an iPhone event?
— Vidit Bhargava (@viditb) September 14, 2021
Pancham's music is not merely global, it transcends time, distance and genre. Look where a 'Dum Maro Dum' sample landed up yesterday. https://t.co/QqgbdM5W2a
— (@paritoshZero) September 15, 2021
iPhone 13 ad shows a delivery boy carrying the new phone. In India it would require his annual CTC. pic.twitter.com/SVTRXlJeSe
— Gabbbar (@GabbbarSingh) September 15, 2021
Did I just hear a #Dummarodum inspired tune at the iPhone launch?#iphone13series #iPhone #californiastreaming
— Ken Ghosh (@kenghosh) September 14, 2021
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