Juhi Chawla’s Viral Apple & Raw Mango Ad Was Shot At THIS 19th-Century Rajasthan Fort

The campaign's setting, Tijara Fort, offers a unique narrative element. Originally conceived by the King of Alwar, Bakhtawar Singh, its construction began in 1835 but halted in 1845 after Maharaja Balwant Singh's demise. This left the fort in ruins for over 150 years, reportedly serving as a hiding place for criminals before its recent revival.

About a decade ago, the Neemrana Group of Hotels leased the fort from the government, undertaking a significant restoration. It reopened in January 2016 as a luxurious high-end getaway, transforming from a neglected ruin into a habitable and opulent destination. The fort, built with Afghan-Indo and colonial architectural influences, now features 110 uniquely designed rooms by Indian artists.

Apple's choice of Tijara Fort for its Diwali campaign, 'Step Into the Light,' appears to align with the fort's story of revival and illumination. The location's rich history, coupled with its luxurious restoration and distinct Indian artistry, provides a visually striking and culturally resonant backdrop for the advertisement. This blend of heritage and modern luxury complements the premium positioning of both Apple and the collaborating Indian fashion label, Raw Mango, contributing to the ad's reported virality for its 'creativity and beautiful visuals'.