Diljit Dosanjh’s tryst with ‘Elon Paji’ backfires for Mokobara

Conceptualised by Moonshot, the campaign ‘The Escape’ aims to spotlight the luggage brand’s ‘no-questions-asked 30-day return’ policy.

Manifest Media Staff

Jun 20, 2025, 11:19 am

Mokobara campaign ‘The Escape’ featuring Diljit Dosanjh

Mokobara has rolled out a campaign ‘The Escape’ featuring actor and singer, Diljit Dosanjh that aims to showcase its ‘no-questions-asked 30-day return’ policy.

Conceptualised by Moonshot, the ad follows a classic storytelling format - an improbable, over-the-top narrative that concludes on a mundane, product-driven note.

Set outside India, presumably in the U.S., the film opens with Dosanjh receiving a mysterious call just as he's about to leave his hotel room to board a flight to India. The caller, identified as ‘Elon Paaji’- in a cheeky nod to the SpaceX founder - requests that the singer perform on Mars. Dosanjh refuses, prompting an incredulous turn of events, including armed men storming the premises. A dramatic chase ensues, packed with exaggerated action sequences. Eventually, the ad cuts to Dosanjh at a Mokobara showroom in India, narrating his bizarre tale to two sceptical showroom employees in a bid to return his luggage, citing ‘minor scratches and dents’ incurred during the chaos. The film concludes with the brand representative accepting his far-fetched story and processing the return.

What we think about it: While the narrative device of an outlandish, make-believe story culminating in a routine service request has been used often, what sets this film apart is Dosanjh’s earthy charm and the tongue-in-cheek allusion to Musk. However, what doesn’t work is the way the film depicts Dosanjh willingly returning the product and happily walking away, implying that the product is dispensable. This could inadvertently convey a message of product dissatisfaction, which risks being counterproductive to the brand’s image.

Credits 

Agency: Moonshot
Writers: Devaiah Bopanna, Tanmay Bhat, Puneet Chadha and Deep Joshi.
Director: Rahul Bharti
Producer: Zuleikha Gupta and team at Sun City Studios
 

Source: MANIFEST MEDIA

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