Nisha Qureshi

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.

In an industry often characterised by high-decibel campaigns and attention-grabbing headlines, Akasa Air has subtly taken a different path. In just three years of operations, the airline has adopted a deliberate, people-first approach—prioritising employee well-being, customer experience, and operational readiness over flashy marketing spends. And that strategy is paying off, says Belson Coutinho, co-founder and chief operating officer, Akasa Air.

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