INSIDE THE AD: Free visas or clever data play? Atlys’ honeymoon hook

As couples across India embark on their honeymoon journeys, the thought of tangled visa paperwork often casts a shadow on an otherwise joyous time. Atlys, the visa platform that promises 99% on-time delivery rate, decided to tackle this issue head-on with a campaign as unique as its target audience.

On 2 December, it launched a straightforward yet striking print ad in the Times of India newspaper, urging honeymooning couples not to compromise on their dream destinations due to visa delays. The campaign doesn’t just promise a solution—it delivers a memorable offer that has the marketing world buzzing.

The timing of the campaign is impeccable. With India’s wedding season in full swing, Atlys estimates that 40 lakh couples will start their honeymoon in the coming months. It’s a number that underscores the vast potential of this segment.

According to MakeMyTrip’s’ ‘How India Travels for Honeymoon’ report (based on data from October 2023 to September 2024), Indian couples are increasingly seeking unique and luxurious experiences, both domestically and internationally. Supporting this trend, many travel agencies and online travel aggregators expect a 25% rise in domestic honeymoon bookings and a 35% surge in international trips this year, alongside a 10–15% increase in spending.

For Mohak Nahta, founder and CEO of Atlys, this season is both a massive opportunity and a chance to make a meaningful impact. “It’s not just a number,” he explained to Campaign. “It’s about genuinely helping people during an exciting yet chaotic time in their lives. Visa stress shouldn’t be the reason couples miss out on their dream destinations.”

A bold offer that stole the show

In a move as daring as it is innovative, Nahta announced on LinkedIn that he would gift two free visas to soon-to-be-married couples who invite him to their weddings. Couples planning to tie the knot in the next six months simply need to drop their email in the comments to redeem the offer. While it’s a heartwarming gesture, it also raises strategic questions: Is this a marketing ploy to gather data on honeymooning couples?

“It’s a mix of both,” Nahta admitted candidly. “We wanted to do something fresh and fun, but also grounded in reality. The wedding season is huge, and it’s the perfect time to show up for couples when they need us the most.”

In an age dominated by flashy digital campaigns, Atlys’ decision to go with a plain-text print ad is unconventional—and deliberate. Nahta believes print offers a level of trust and permanence that digital often lacks.

“It’s tactile, it lasts longer than a scroll on Instagram, and it builds trust in a different way. This campaign is about the message—no fluff, no distractions,” he stated.

The ad is a study in simplicity, addressing a very specific pain point: visa delays. “Impact doesn’t always come from being loud or flashy,” Nahta added. “This ad isn’t trying to entertain or be clever; it’s solving a real problem. That kind of directness cuts through the noise.”

Balancing budgets and visibility

With December being a peak travel month, Atlys is naturally ramping up its marketing efforts. However, Nahta is quick to emphasise the importance of smart spending. “It’s not about throwing money into ads—it’s about smarter spending. This campaign is laser-focused on reaching honeymooners, ensuring they hear about us and trust us to solve their visa headaches,” he explained.

The strategic use of a single print ad, supported by a viral LinkedIn announcement, demonstrates a clear intent to optimise resources while achieving maximum impact.

Beyond visibility, this campaign serves a dual purpose: capturing data on its target demographic. Honeymooning couples represent a specific and highly valuable audience, and Atlys is poised to leverage this data for future campaigns.

“By starting with a specific group, we can create more personalised marketing—whether that’s follow-up ads, content collaborations, or word-of-mouth recommendations,” Nahta explained. This hyper-focused approach allows Atlys to refine its messaging and build trust with a community that’s likely to return for future travel needs.

Atlys’ campaign taps into the broader trends shaping the travel and hospitality industry. Couples are not only spending more on their honeymoons but are also placing a premium on seamless experiences. By addressing a tangible problem like visa delays, Atlys positions itself as a brand that understands and supports its customers’ aspirations.

The combination of a targeted print campaign, a viral digital offer, and a clear problem-solving message makes this campaign a standout. For honeymooners, it’s a lifeline; for Atlys, it’s a masterstroke of marketing strategy.

As the wedding season unfolds, it remains to be seen how many couples will take Nahta up on his generous offer—or how many wedding invitations he’ll be juggling in the months to come. Either way, Atlys is trying to become a name that honeymooners won’t soon forget.