Apple, uses Saregama’s Dum Maaro Dum for its 2021 product launch

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Saregama’s Dum Maaro Dum makes a global frenzy as the tech-giant licenses the song for iPhone 13 launch event and advertisement

Apple has just released its commercial for the new iPhone 13. The action-packed film features a delivery boy – an ‘everyday hero’, as Apple calls him – as he goes through a series of adventures with his iPhone 13 intact.

The commercial is interesting for another reason, too. The brand, known for catchy background scores for their films, has used a remixed version of RD Burman’s iconic hit ‘Dum Maaro Dum’. The original track is from the 1971 film ‘Hare Krishna Hare Ram’ featuring actors Dev Anand and Zeenat Aman. Apple’s version of the track has sampled the haunting melody the song is known for, followed by a rap.

Watch the film below.

From the carefully curated music portfolio of one of India’s oldest record-label Saregama, Dum Maaro Dum made a surprising entry at the start of the iPhone 13’s promotional video, “Work All Day”, a 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.

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.”

Saregama India Limited, formerly known as The Gramophone Company of India Ltd. is an RPSG group company owning the largest music archives in India and one of the biggest in the world. The ownership of nearly 50% of all the music ever recorded in India also makes Saregama the most authoritative repository of the country’s musical heritage. Saregama has also expanded into other branches of entertainment – publishing, film production, and digital content.