Atlys salutes dads for being 100% on time in its new Father's Day campaign
HighlightsAtlys, a visa processing platform, releases a Father's Day ad that humorously highlights the iconic role of Indian fathers who prepare meticulously for events, paralleling the brand's own approach to visa processing. The advertisement features a calm father managing chaotic household preparations, showcasing his knack for organization as he arranges travel documents in a unique system, reinforcing the message that paperwork is never a reason for delays. Santosh Hegde, head of marketing at Atlys, emphasizes the relatable and cheeky tone of the film, which resonates with anyone who has experienced their father's punctuality, while Mohak Nahta, founder and chief executive officer of Atlys, connects the brand's values to the characteristics of Indian dads.
Atlys, a
visa processing platform
, celebrates Father's Day with a relatable film that turns the spotlight on the most iconic timekeepers of Indian households: dads.
In the ad, Atlys draws a parallel between the way fathers meticulously prepare for life's small (and big) events and the brand's own approach to visa processing. The result? A visual rollercoaster that's equal parts chaos and calm, much like dads themselves.
The ad taps into a universal Indian experience: a father who's always two steps ahead, never breaks a sweat, and makes everyone else look like they're chasing a moving train.
The ad opens to a dad waking up before his alarm, as the line flashes: "Atlys is worried. It has competition." It's a cheeky nod to the one person who never needs a wake-up call. He's dressed before sunrise, reaching for the newspaper before it even hits the doorstep; not because the paperboy is late, but because dad is always early.
As the household descends into a frenzy of last-minute chaos, he remains perfectly calm, quietly polishing his shoes.
While the rest of the family scrambles to get ready for a 6PM event,he remains perfectly calm, quietly polishing his shoes since he got ready at 2PM. When it's the son's time to travel, his documents aren't just in order... they're arranged in alphabetical, chronological and a mysterious third system only dad understands. Because for dad, paperwork is never the reason a trip gets delayed.
The final endplate delivers the brand's punchline: Indian dads are 100 per cent on time and Atlys is only 99.2 per cent of the way there.
Santosh Hegde, head of marketing at Atlys said, "The tone is intentionally cheeky and familiar because let's face it, every Indian kid has lived this film."
Mohak Nahta, founder and chief executive officer of Atlys said, "They represent what we've always aimed to be: ready before time, calm in chaos and borderline clairvoyant about getting things right. That's how we run Atlys."
The film was conceptualised and scripted entirely in-house, showcasing Atlys' growing creative muscle alongside its product reliability.
The visual language borrows from modern meme aesthetics: tight frames, locked shots and blink-and-you'll-miss-it details, all working to mirror the manic precision that dads and Atlys share.
The campaign strikes a chord with anyone who's watched their father turn punctuality into performance art. It's advertising that doesn't overthink itself, choosing instead to celebrate the obsessive world of Indian dads while positioning Atlys as the logical heir to that legacy of getting things done right and on time.
Watch the video here:
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
&w=3840&q=100)
Business Standard
41 minutes ago
- Business Standard
Sensex, Nifty decline amid geopolitical tension and trade uncertainty
Indian equities declined on Thursday amid uncertainty surrounding the US–China trade deal and rising geopolitical tensions. The Sensex ended at 81,692, a decline of 823 points or 1 per cent. The Nifty, meanwhile, ended the session at 24,888, a fall of 253 points or 1.01 per cent. Investors were jittery despite US President Donald Trump's claim on Wednesday that a tariff framework with China had been reached. Concerns about elevated geopolitical tensions further dented sentiment after Iran said it would strike US bases in the Middle East if nuclear talks failed. The US, in response, said its personnel were being moved out of the Middle East as it could become a dangerous place. Geopolitical tensions in the Middle East could push Brent crude prices higher—a key negative for India, which imports most of its crude oil requirements. Aviation stocks declined after a fatal crash of a Boeing 787 Dreamliner operated by Air India left more than 200 people dead. The shares of Indian aviation firms fell. The stock of InterGlobe Aviation, which owns IndiGo, dropped 2.7 per cent, while that of SpiceJet declined by 1.8 per cent. Shares of helicopter services firm Global Vectra Helicorp fell by 0.1 per cent, and those of chartered aircraft carrier Taal Enterprises declined by 3.05 per cent. In the near future, negotiations between the US and its trading partners, as well as geopolitical developments, will determine market direction. 'The Nifty has once again approached the support zone of its short-term moving average—the 20-day EMA—which currently lies around the 24,800 mark. A decisive break below this level could lead the index back into a consolidation phase. Given the prevailing uncertainty, we recommend maintaining strict stop-losses in short-term trades, particularly in the mid-cap and small-cap space. It is also advisable to avoid aggressive long positions until a clearer directional trend emerges,' said Ajit Mishra, senior vice-president – research, Religare Broking. Barring three, all Sensex constituents declined. Larsen & Toubro, which fell 2.2 per cent, was the biggest contributor to the Sensex decline, followed by Infosys, which dropped 1.4 per cent. The market breadth was weak, with 2,780 stocks declining and 1,226 advancing.
Time of India
42 minutes ago
- Time of India
Auto sector pushes 3-step plan to cut China dependence for rare earth magnets
Squeezed for supplies, automakers have made a three-pronged suggestion to improve supplies of rare earth magnets over the next three years to reduce dependence on China. The Indian auto industry made a presentation to the ministry of heavy industries last week detailing strategies to attain self-sufficiency in supply chains . It suggested incentives for Indian companies to start local assembly of rare earth magnets, recycling of used magnets and outreach to resource-rich countries such as Australia, Vietnam, Chile, and Peru to secure supplies. Over a longer 3-10 years phase, they have proposed incentives to be introduced for large industrial players to set up manufacturing units for rare earth magnets with backward integration for raw material. Auto parts makers are likely to run out of stock of rare earth magnets early next month, which is likely to affect production of about a dozen critical components that go into electric vehicle motors as well as vehicle speed detection and automatic gear shifting systems. China announced export controls on medium and heavy rare earth-related items with a view to 'safeguarding national security' on April 4 in response to US President Donald Trump's tariffs. China accounts for about 70% of global rare earth metals mining and nearly 90% of production. 'The goal should be to ensure that India develops not only downstream capabilities but also upstream processing infrastructure', automakers said in the presentation, a copy of which was reviewed by ET. 'Financial and policy support must be provided to encourage public private partnership,' to build a complete domestic value chain, it said. This would include incentives for encouraging local mining and production of heavy rare earth magnets. However, till the time local mining, ore magnet production arrangements are done, the government must undertake measures to arrange for import from non-China based sources like Vietnam, Brazil, Russia, among others. In the near-term, though, the industry has said that the Indian government engages with counterparts in Beijing to relax export restrictions and help in expediting export control licenses so that automobile production in the country is not disrupted. 'While those making electric vehicles will be particularly impacted, the restriction eventually will affect all companies as these magnets are used in several key components including in electric power steering, parts for engine cooling and sensing exhaust gas concentration, engine spark ignition, among others,' said a senior industry executive on condition of anonymity, While some parts makers in Europe recently got approvals to source rare earth magnets, their Indian arms are yet to get a go-ahead from the Chinese ministry of commerce. The issue is complicated by the tense business and political relationship between India and China, experts said. As many as 35 Indian component makers import rare earth magnets from China. In its latest report CareEdge Ratings said delays in rare earth elements (REE) shipments for Indian auto OEMs may impact electric, Internal Combustion Engine (ICE) and hybrid vehicle production starting July 2025, particularly higher-end models that depend on REE-based technologies. 'Automakers might need to shift focus to mid-range or base models to address supply disruption. However, China's recent decision to temporarily allow REE exports to top US automakers offers hope for resolving the impasse for Indian companies as well', the ratings agency said in a note Thursday.
&w=3840&q=100)
Business Standard
an hour ago
- Business Standard
Aviation stocks fall after Air India Boeing 787 crash kills over 200
The shares of aviation stocks in India and those of aircraft manufacturer Boeing declined on Thursday after a fatal crash of a Boeing 787 Dreamliner operated by Air India left more than 200 people dead. The flight, which was bound for London from Ahmedabad, crashed shortly after take-off in what is termed the worst accident involving Boeing's twin-aisle aircraft. The flight had 242 passengers and crew. The shares of Indian aviation firms declined. The stock of InterGlobe Aviation, which owns IndiGo, fell by 2.7 per cent, while that of SpiceJet declined by 1.8 per cent. The shares of helicopter services firm Global Vectra Helicorp fell by 0.1 per cent, and that of chartered aircraft carrier Taal Enterprises fell by 3.05 per cent. However, the firm does not currently operate any aircraft. Boeing, the aircraft manufacturer, experienced a sharper decline in its stock prices. The stock was down over 4.4 per cent in the US market in early trade, while that of Spirit AeroSystems and General Electric fell by 2.7 and 2.3 per cent, respectively. The crash occurs days before the Paris Air Show, the aviation industry's flagship trade event. Analysts attributed the decline in aviation stocks to investor jitteriness. 'Such a reaction is expected whenever a tragedy of this magnitude happens. But tactically, it does not make sense. One can still understand if Air India is listed and its stock price falls. But a decline in IndiGo and other aviation stocks is nothing more than a sentimental reaction,' said Ambareesh Baliga, an independent equity analyst. Baliga added that the Air India crash will have a short-term impact. 'A small percentage may defer their air travel. We have seen air crashes in the past. We have seen train accidents happening, and that does not stop people from travelling by train. At the best, this correction may extend to another day.'
