Product + Perk can fuel word of mouth

Mokobara X IndiGo

August 19, 2025

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In 2023, Mokobara, the luggage brand, partnered with IndiGo Airlines to launch a co-branded suitcase line called Moko 6E. At first, it looked like just another brand collab. Same premium luggage. Same stylish design. Same IndiGo blue finish. But then came the twist.

If you bought this luggage, IndiGo would give you 2kg extra baggage allowance on every domestic flight for one whole year.

Now that’s smart.

Think about it. In India, most travellers fly IndiGo. Most of us also worry about baggage weight every single time. By tying a simple, recurring benefit directly to the product, Mokobara ensured people would keep talking about it. Each trip became a reminder of the brand.

Here’s why this campaign stood out for me:

  1. Built-in incentive – The extra 2kg wasn’t a one-time discount. It was a benefit that kept showing up, again and again. That’s how you turn a purchase into repeat engagement.

  2. Perfect audience match – IndiGo has the biggest share of domestic flyers. For Mokobara, this collab meant instant access to a ready-made, highly relevant audience.

  3. Product + marketing as one – The suitcase wasn’t just a suitcase. It became a piece of IndiGo in your hand, a subtle brand reminder every time you travelled. That’s powerful integration.

It didn’t feel like heavy advertising. It felt like a perk you’d naturally share with friends (word of mouth built right into the product).

So, here’s my question for you: If your product had to come with a recurring benefit that reminded customers of your brand every month, what would it be?

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Thanks,
Luv