WATCH: The latest feather in AR Rahman's cap sees Apple truly recognising what a crazy genius he is

Not content with his thirty-two cumulative Filmfare and Filmfare South awards, a Golden Globe, a BAFTA, his two Grammies, two Oscars, and the Padma Bhushan, living-legend composer AR Rahman has now added another significant feather to his cap, by being featured along with several other global 'geniuses' in a classic Mac campaign.

For decades now, Apple has been held as an exemplar in how to market products. Right from its very conception and first products, the Apple One and Apple 2, the end user has been at the heart of what the Cupertino, California-based company does -- including virtually mainstreaming (with a little help) the very concept of personal computing. 

By dint of the success of the Apple 2, and at a time when personal computing became all the rage, Apple acquired an almost cult status within the community, which reflects in the enormous and unrivalled 'buzz' it manages to create for its product launches every year. While Steve Jobs' iconic and 'perfect' show-and-tell launch theatrics were one aspect, the other was the advertising campaigns the company would deploy that would eschew touting the products' tech-specs in favour of selling what you can do with them and especially, who is using them.

While the most famous of Apple's campaigns is still probably

-- which was directed by filmmaker Ridley Scott and took on 'Big Blue' IBM by comparing it to the Big Brother that George Orwell had referred to in his book -- there are also other videos of Steve Jobs through the years talking about his specific ideas on advertising. In one of these, he cites Nike, saying that the storied company doesn't just sell shoes, it puts forth the incredible athletes that use its products to push themselves faster, higher and stronger. 

In Steve Jobs' second coming to Apple, this ideology reflected in the famous

(Here's to the Crazy ones campaign) that featured some of the most famous names in modern human history, including the likes of Mahatma Gandhi, Albert Einstein, Pablo Picasso, Charlie Chaplin, John Lennon, Tina Turner, Thomas Edison and others. It was also probably helpful that the products that Apple delivered in the decade since, including the refurbished iMac, the iPod and eventually the iPhone lived up to the 'Think Different' maxim.

The latest campaign film, which features AR Rahman, comes against the backdrop of the company releasing new products in the computing line-up, including a new MacBook Air, iPad Pro and Mac mini. It also features other global 'geniuses' such as Serena Williams, Lin Manuel Miranda, Sir Paul Mccartney, Kermit the Frog, Malala Yusufzai, Dave Grohl, Bono, Oprah and others, as being "Behind The Mac".

It appears that even now, two decades after the original 'Crazy Ones' advert, the company's propensity to pick and choose just the right geniuses remains as sharp as ever.