Apple launched several new models of its iPhone 13 line up during a livestream of the Apple Event 2021 on Tuesday. And Bollywood fans quickly pointed out that RD Burman's song ‘Dum Maro Dum’ from Hare Krishna Hare Ram (1971) played during the event as the speakers revealed the latest iPhone 13. The prelude to this song also featured in the iPhone advertisement.
RD Burman-Asha Bhosle’s Dum Maro Dum was very dear to Dev Anand, the visionary who initiated the iconic number.
In a conversation with me, Dev Sa'ab had said, “I wanted a young vibrant sound for Hare Rama Hare Krishna. Which is why I took Burman Dada's (Sachin Dev Burman) permission to sign his son. When Pancham came to me with Dum maro dum I wasn’t too sure of how it would be welcomed. It was a completely new sound. But we took a risk and it paid off.”
For Apple iPhone, the iconic tune has been included at the beginning of the video as a part of the 'Work All Day' song by artist Footsie. In other words, the song that is actually used in the advertisement is ‘Work All Day’ by Footsie, which samples the 1971 Bollywood hit.
In 2011, Rohan Sippy got composer Pritam to do a completely revamped version of Dum Maro Dum for a film of that title with new lyrics. I had never seen Dev Sa'ab so angry. “This is sheer desecration. They didn’t have the decency to ask me before using Dum Maro Dum as they wished. What about RD Burman, Asha Bhosle, Anand Bakshi and me? What about the people who actually created Dum Maro Dum?”
Dev Anand’s question stands unanswered.
Bollywood fans, however, have gone berserk on social media after hearing the prelude to their favourite song at such a big event.
Image Source: Instagram/bollywoodtriviapc, imdb, youtube/ganneshettam
Image Source: Instagram/bollywoodtriviapc, imdb, youtube/ganneshettam