Déjà Vu? Mokobara’s Diljit ad draws parallels with Carlton campaign

Mokobara, the travel and lifestyle brand known for design-led luggage, has launched a wildly imaginative new campaign starring Diljit Dosanjh and a fictional version of Elon Musk.

In the ad, Dosanjh receives a call from Musk inviting him to perform on Mars. When he declines, Musk dispatches his “goonmen” to forcibly escort him to the Red Planet. What follows is a stylised, over-the-top Bollywood action sequence with Dosanjh fending them off, all while subtly plugging Mokobara’s 30-day return policy. No questions asked.

The campaign, created by Moonshot, leans into far-fetched humour and pop-culture parody, blending celebrity appeal with the brand’s quirky persona.

However, several experts on LinkedIn have pointed out that Mokobara's new ad shares various similarities with an older campaign for Carloton Luggage.

The older ad also features tropes of exaggerated stories, wild storytelling and extreme situations. Surprisingly, the ad by Carlton Luggage also highlights its return policies. 

Another ad featuring similar tropes is being discussed on LinkedIn. 

Diljit Dosanjh and Mokobara's partnership 

Diljit Dosanjh was announced as Mokobara’s official brand ambassador earlier this year, a move timed with his globe-spanning Dil-luminati world tour.

Mokobara products were prominently featured throughout the tour, from on-stage appearances to backstage glimpses, including Dosanjh carrying Mokobara luggage during his stop at The Tonight Show.

The collaboration was seen as a standout example of strategic brand-building, seamlessly integrating Mokobara into Dosanjh’s global appeal and visual storytelling. Prior to this, the brand also made a stylish cameo in the 2024 Bollywood hit Crew, in which Dosanjh played a key role.

“While shooting Naina on the set of Crew, we found this cool way to bring Mokobara into the scene. We were already using their bags while filming, and we loved their design and colours. We ended up with a music video that looked like magic, and I wanted to bring that same vibe to the Dil-luminati tour,” Dosanjh said earlier. 

“Mokobara’s got crazy energy, and I’m excited to bring it to the stage," he added.