Q] Atlys launched a new video campaign, which seems to tap into a universal travel sentiment. What was the core insight behind it and what kind of audience response have you received so far?
For many Indians, European vacations are the ultimate dream. A lot of people aspire to visit France, Italy, Spain, and other destinations. However, the path to Europe often involves a nightmarish experience, the visa process. The data point I’m referring to is that last year, Indians spent around Rs 120 crores on failed Schengen visa applications. Out of a million applications, about 150,000 were rejected. Beyond the financial loss, it’s an emotional heartbreak for many. We identified three core issues: Many applications are rejected due to basic errors; there’s a lot of confusion around documentation; even after a lot of effort, uncertainty remains about approval.
Atlys has worked to address each of these problems, and we built a new product flow accordingly. Once the product flow was built, it was critical to communicate to customers that Atlys gives them a better chance at visa approval. That insight led to the campaign we launched. In terms of response the indicators have been very encouraging. Video view-through and completion rates are over 45%, compared to a typical 30–35% benchmark. Also, we recorded our highest-ever platform traffic within a week of launch. Hopefully, we’ll achieve the campaign goals we’ve set.
Q] Atlys made headlines last year with its quirky print ads. Please walk us through the thought process behind those, how were they conceptualised?
This question comes up often, especially given that print is seen by many as a ‘dying’ medium. Print still works for Atlys for three reasons: it’s considered a symbol of trust; it offers undivided attention, and unlike skippable digital ads, it’s permanent, what’s printed cannot be retracted, which builds consumer trust. Interestingly, print now gets a second life on social media. Strong print creatives tend to be shared widely, multiplying impressions beyond the publication itself. Given our core TG — millennials aged 28 to 40 — print also helps us boldly communicate our mission: that with Atlys and your passport, global travel becomes more accessible. We’ve stayed consistent with the style and messaging in print, leveraging key cultural moments and trends while maintaining one clear tone of voice.
Q] You had an agency or was it created in-house? What was the brief given to the creative team?
It was a mix. We first locked down our tone of voice — we call it “Worldly, Witty, and Wise.” Everyone who works with Atlys, internally or externally, is trained on it. Given our agile culture (we call it “ship it”), we can’t afford to rely solely on an internal team. We’ve collaborated with two external agencies so far, along with in-house efforts. The key is alignment on tone and consistency.
Q] Compared to traditional travel service providers, how does Atlys position itself differently in terms of branding and storytelling?
In the visa space, the biggest pain points are: lack of clarity around documentation; constantly changing regulations; a persistent lack of assurance even after completing the process. However, Atlys addresses these by staying updated on regulation changes, building tech and internal expertise, and offering users a better assurance of success. Most visa agents today rely on SEO and paid ads. We chose a different path, focusing on the emotional toll a visa rejection takes. Our brand is built on the mission of making travel dreams achievable, not just on digital arbitrage.
Q] Many customers feel overwhelmed by visa requirements. Have you explored interactive content formats, chatbots, or gamification to simplify the user journey?
Yes, we have an interview chatbot, built for US visa interviews to simulate real interview questions and provide a feedback report. With gamified Schengen flow, we have turned document collection into a mission-based experience with avatars and milestones. We have also enriched content, for example, our Japan visa page not only helps with visas but also offers a cherry blossom forecast, helping users plan their trips, better. Each initiative makes the journey easier, engaging, and more delightful.
Q] The online travel ecosystem is evolving rapidly. How do you see the role of digital platforms like Atlys shaping the future of global travel?
We are doing this in two ways, first by enabling weaker passports. India ranks 85th globally in passport strength. With Atlys, we aim to bridge that gap, making international travel more accessible. And second being the first point of travel planning. In India, travel often starts with checking visa availability, not booking tickets. That gives us an opportunity to be the starting point of a customer’s entire journey. We aim to expand beyond visas into adjacent travel services over time.
Q] What’s next for Atlys in terms of marketing—are there any upcoming collaborations, influencer partnerships, or new campaign formats we should watch out for?
Lots of exciting initiatives are lined up! While I can’t reveal all the details just yet, but we have some major brand collaborations launching soon. We’re expanding to new global markets like UAE and UK. We’re also deepening our reach within regional India — for example, our ‘Network Effects’ project in Gujarat. We launched a hyperlocal campaign across Ahmedabad and Surat, understanding regional travel trends, using local agencies, and activating digital, print, and outdoor media. Early results are very promising, and we’re scaling that model. Atlys has a full marketing calendar planned for the next 18 months, it’s an exciting time for us!
PROFILE
Santosh Hegde is a seasoned marketing leader with over 13 years of experience managing B2C and D2C brands across the FMCG and Consumer Technology sectors. Currently, as the Head of Marketing at Atlys, he spearheads the brand’s marketing strategy & execution, positioning the company as an innovative player in the travel tech space. Before joining Atlys, Santosh served as VP of Marketing at Licious, prior to that, he was the Director of Marketing at Hotstar. Santosh’s career began at Marico, where he spent seven years navigating one of India’s most iconic FMCG brands, launching breakthrough innovations, and leading award-winning marketing campaigns.
ABOUT THE BRAND
Founded in 2021 by Mohak Nahta, Atlys is a digital platform dedicated to streamlining visa processing for travellers worldwide. Driven by an ambition to make global exploration accessible to everyone regardless of passport strength using intuitive design and technology. First-time travellers and seasoned globetrotters alike benefit from a smoother visa process, ensuring that borders become gateways rather than barriers to discovery.
FACTS
Creative Agency: Kulfi Collective
PR Agency: High Hopes Communication Consultancy
Social media agency: In-house team
