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Time of India

Mokobara's Diljit Dosanjh ad: A splash of sci-fi humor and deja vu

Mokobara , the travel and lifestyle brand, has stirred up a buzz with its latest advertisement featuring Diljit Dosanjh . In a quirky mix of sci-fi humor and Bollywood-style action, the ad follows Dosanjh as he receives an unexpected galactic invite from a fictional Elon Musk to perform on Mars. Amidst interplanetary chaos and Diljit's signature charm, Mokobara cleverly spotlights its standout feature i.e. a hassle-free, " no questions asked " 30-day trial policy . However, the ad's distinct style and plot have triggered a wave of comparisons to an older, equally memorable campaign for Carlton Luggage . Advertising pundits and social media users alike have pointed out striking similarities. The Carlton campaign was famous for launching their 'Carlton Edge' sub-range, which came with a lifetime warranty that even covered airline damage, all under a 'no questions asked' policy. The campaign, developed by Moonshot , fully embraces far-fetched humor and pop-culture parody , leveraging Dosanjh's charismatic persona to deliver a memorable, albeit outlandish, narrative. It's a clear attempt by Mokobara to position itself as a modern, design-forward brand that understands its audience's inclination. We reached out to both Moonshot and Mokobara for comment on the campaign's creative influences, but did not receive a response at the time of publishing. While Mokobara's ad with Diljit certainly stands out for its celebrity power and production value, the chatter around its resemblance to the Carlton campaign has added an unexpected layer to its reception. The brand officially announced Diljit Dosanjh as their brand ambassador in October 2024, a partnership that prominently featured his global 'Dil-luminati' tour.