2 days ago
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:
