To celebrate the biggest film industry in the world, Bollywood, Apple made an epic fantasy-musical filled with dance, drama, love and a little magic. Shot on iPhone 14 Pro by veteran director Vishal Bhardwaj, “Fursat” captures the grandeur, scale, and larger-than-life storytelling that defines Indian cinema.

Told through 5 original tracks, “Fursat” taps into Bollywood’s cultural core of storytelling through music. Bhardwaj combines his formidable strengths as both a director and music producer in this fast-paced 30-minute short film.

“Fursat” has garnered over 150M+ views and added more than 400,000 new subscribers to the Apple India YouTube channel.

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. Recognising the pivotal role that movies play in Indian culture, we set out to establish iPhone as a professional-grade filmmaking device by creating India’s first Bollywood short film, shot entirely on iPhone.

“Fursat”, directed by veteran filmmaker Vishal Bhardwaj, brings together some of the best talent in the industry to create a musical with an original soundtrack that drives the narrative of the film. 5 original tracks cover different genres in this fast-paced, 30-minute adventure.

Penned by legendary lyricist Gulzar and composed by Bhardwaj himself, the soundtrack was released across all major local and international music streaming platforms ensuring that the film had an authentically Bollywood appeal.

“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.  

“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” was launched like a Bollywood blockbuster on 03 February, 2023. The film was released on Disney+ Hotstar (India’s leading VOD platform), and on Apple’s India and US YouTube channels. Accompanying the film were :60 and :30 sec trailers and a behind the scenes film.

The film’s original music added another dimension of Bollywood authenticity and was launched on Spotify, Amazon Music, Resso, YouTube, Jio Saavn, Wynk, and Instagram. Apple Music hosted a dedicated Superroom featuring curated playlists of the singers with additional information about the soundtracks.

The songs span a wide range of genres, each contributing to a different element of the story. Rife with metaphors, the OST features a soulful love ballad along with a reprise version, an upbeat traditional wedding number and a thrilling song that’s reminiscent of a war cry. ‘Waqt Waqt’, sung by Vishal is the marquee track based on the film's theme.

“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.

Bollywood is more than an industry in India, it’s a phenomenon. Actors are revered, songs get sung by a million lips, and dance moves become nation-wide sensations. Movies are not just a source of entertainment, but a reflection of the country's social and cultural values.

Told through music and dance, “Fursat” taps into Bollywood’s cultural core of storytelling in Indian cinema. The star-studded ensemble of actors and collaborators that helped bring the film to life are a testament that the device is worthy of being wielded by the best in the industry, cementing iPhone’s camera credibility.

At the heart of the story lies a simple message about the importance of living in the present. In a country that’s moving at breakneck speed toward economic growth, this message comes as a reminder of an essential part of India’s spiritual identity, one that may be overlooked in the modern world.