Campaign aligns dad’s timekeeping habits with Atlys’ approach to visa processing

Visa processing platform Atlys has unveiled a new Father’s Day campaign that draws a clever comparison between the meticulous nature of Indian dads and the brand’s commitment to precision and reliability.

Entirely conceptualised and scripted in-house, the campaign film highlights Atlys’ creative capabilities while reinforcing its promise of seamless visa processing.

The ad centres on the archetype of the ever-prepared Indian father-the man who’s always two steps ahead and never misses a beat. It paints a picture of a dad who embodies order amidst chaos, much like Atlys claims to do in the often-stressful world of travel documentation.

From rising before his alarm, dressing before sunrise, and collecting the newspaper before it’s even delivered, the father in the film stays effortlessly ahead of schedule. As his family scrambles for a 6 PM outing, he’s calmly ready by 2 PM. Even when it comes to his son’s travel plans, his system of organising documents is so intricate only he can decode it. The ad closes with a witty punchline:
“Indian dads are 100% on time. Atlys is 99.2%.”

Santosh Hegde, Head of Marketing at Atlys, explains the thinking behind the film:

“The Indian dad is part drill sergeant, part zen master. We wanted to have fun with that while driving home what Atlys stands for-no drama, no delays, just solid paperwork. The tone is cheeky and familiar, because honestly, every Indian kid has lived some version of this story.”

Mohak Nahta, Founder and CEO of Atlys, adds:

“We didn’t need symbolism-dads are the metaphor. They represent everything we aspire to be: ahead of the clock, cool under pressure, and relentlessly prepared. That’s how we built Atlys.”

Visually, the film adopts a meme-inspired aesthetic-tight framing, static shots, and fast-paced visual gags-all designed to echo the almost comedic level of detail and discipline that both dads and Atlys share.

This campaign doesn’t try to overthink its message. Instead, it resonates through authenticity-celebrating the everyday brilliance of Indian fathers and positioning Atlys as the natural extension of their timeless habits: being ready, always.