Bollywood has long embraced a charming fantasy—song sequences where lovers, dressed in vibrant outfits, suddenly burst into dance in snow-covered mountains, often set in Switzerland or a picturesque European village. Thanks to filmmakers such as Yash Raj, it continues to influence Bollywood movies, such as Rocky aur Rani ki Prem Kahaani (2023).
Two recent ad campaigns have cleverly tapped into this cinematic quirk, each with its own modern spin.
Atlys, a visa application platform, rolled out a smart and satirical print campaign that nods to this iconic Bollywood trend.
It highlights the contrast between reel and real life: while movie stars are magically transported to the Swiss Alps, ordinary Indian travellers are often bogged down by the complex and costly process of securing a Schengen visa.
Atlys positions itself as the facilitator of this dream, promising a smoother, faster visa application process…
