AlterType creates ‘Joy Is On The House’ campaign for Athiva Hotels & Resorts

AlterType, the independent creative agency on record for Chalet Hotels’ new-age premium lifestyle brand, Athiva Hotels & Resorts, has unveiled its launch campaign titled ‘Joy Is On The House’. The campaign aims to redefine contemporary hospitality by placing authentic joy, wellness and sustainability at its core.

The brand film, also titled ‘Joy Is On The House’, presents Athiva as more than just a hotel brand — it positions it as a celebration of comfort, connection and happiness. Through evocative storytelling and warm visuals, the campaign conveys a philosophy where guests experience a sense of belonging and emotional connection beyond traditional hospitality.

Rachit Gupta, vice president – marketing and sales at Chalet Hotels Ltd, said, “Athiva Hotels & Resorts embodies the perfect balance between the assurance of the expected and the delight of the unexpected. Designed for the modern traveller with a millennial and Gen Z mindset, Athiva stays deeply rooted in Indian values while offering contemporary experiences that inspire joy and connection. With joy as its core promise and sustainability as a defining pillar, Athiva is set to drive long-term profitability by harnessing Chalet’s deep hospitality expertise, a passionate and talented team, and an unwavering commitment to quality in every detail.”

Since its inception, AlterType has collaborated closely with Chalet Hotels to build Athiva as an experience-driven brand rooted in warmth, comfort and genuine joy. “At AlterType, we believe brands should feel lived in, not just well-designed. With Athiva, our goal was to build something that didn’t just advertise joy, but quietly delivered it at every touchpoint,” said Siddharth Loyal, co-founder and managing director at AlterType.

The campaign spans film, digital and on-ground activations, marking Athiva’s entry into India’s premium hospitality segment. Athiva Resort & Spa, Khandala, opened on 16 October, with new properties planned for Navi Mumbai, Aksa Beach, Goa and Kerala.