Latest news with #Atlys'
Time of India
3 days ago
- Business
- Time of India
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:
Hindustan Times
20-05-2025
- Business
- Hindustan Times
Indian travellers shift away from Turkey, Azerbaijan, visa applications drop sharply: Report
Visa processing platform Atlys on Tuesday said visa applications to Turkey and Azerbaijan have declined by 42 per cent, following the outrage among Indians over the public support shown by both countries for Pakistan after India's Operation Sindoor. The show of support to Pakistan from Turkey and Azerbaijan in the aftermath of Operation Sindoor seems to have shifted Indian traveller sentiment. Indian travellers responded swiftly by deciding to avoid travelling to Turkey and Azerbaijan, Atlys said, according to a PTI news agency report. Within just 36 hours, the platform noted 60 per cent of users exiting the visa application process midway, it added. 'The reaction wasn't scattered, it was sharp and behavioural. People didn't need to be told to avoid certain destinations. They simply moved on, guided by instinct, information, and access to alternatives,' PTI quoted Atlys founder and CEO Mohak Nahta. "That's what modern travel looks like. It's emotionally intelligent, logistically agile, and backed by platforms that let people act fast. In the same spirit, we also paused all marketing efforts for Turkey and Azerbaijan, standing by India and in solidarity with national sentiment," Mehta added. According to the PTI report, the majority of the fall in visa applications to Turkey and Azerbaijan was from travellers in metro cities like Delhi and Mumbai, showing a 53 per cent drop in Turkey-bound applications, while interest from tier II cities such as Indore and Jaipur remained more resilient, with a decline of only 20 per cent. According to the data from Atlys, the reversal came after a strong start to the year (January-March), when visa applications to Turkey and Azerbaijan had witnessed a growth of nearly 64 per cent compared to the same period in 2024. Group visa requests, including family trips, fell by nearly 49 per cent, while solo and couple applications declined more gradually at 27 per cent. This suggests that larger group travellers, often planning further in advance and more sensitive to political sentiment, reacted more decisively than individual travellers. Atlys' data also revealed that travellers aged 25 to 34 years were the most likely to change course quickly, accounting for over 70 per cent of mid-process application drop-offs for Turkey. Interestingly, women travellers were more likely to switch destinations entirely, with a 2.3 times higher tendency to reinitiate applications for Southeast Asian countries such as Vietnam or Thailand, Atlys said. Applications to Vietnam, Indonesia, and Egypt rose by up to 31 per cent. These countries, seen as affordable, accessible, and politically neutral, are now drawing attention from the same traveller base that once favoured Baku and Istanbul.
