Croissant is now ‘Prashant’: Brands sink their teeth into the viral marketing trend

Britannia has jumped onto a viral trend by temporarily changing its social media name to "Britannia.Prashant," with bio, “Prashant, naam toh suna he hoga!” a move that has so far amassed 7.5 million views and 42.2K shares on their croissant reel.

The trend, sparked by an influencer's playful mispronunciation of 'Croissant' as 'Prashant,' has caught the attention of major brands, including Swiggy and leading bakery chains, turning into a moment marketing success story.

Swiggy also capitalised on the trend, releasing a reel that has now garnered 6.2 million views, demonstrating how brands are leveraging viral content for engagement.

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A post shared by Britannia.Prashant (@britannia.croissant)

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A post shared by Raaghav Khurana (@chef.raaghav)

Britannia General Manager - Marketing Shekhar Agarwal, exclusively told exchange4media, "This was not just a momentary marketing stunt but part of a larger vision to familiarise consumers with a novel product offering. The rebranding of our social media identity to 'Britannia Prashant' was a deliberate and strategic effort to promote the packaged croissant category, which is still in its nascent stages in India. By tapping into the viral 'Prashant-Croissant' meme, we created a connection with audiences that was both humorous and aligned with our broader goal of building category awareness and establishing Britannia’s leadership."

Britannia has previously launched campaigns such as the 'Croissant Internship' and the 'Croissant Pronunciation Challenge' to engage audiences in playful ways. This latest initiative adds another layer by incorporating cultural relevance.

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A post shared by Britannia.Prashant (@britannia.croissant)

On the results of the campaign, Agarwal revealed, "The response has been highly encouraging, with significant engagement across social media platforms and a surge in user-generated content reflecting strong consumer advocacy. This level of organic traction is invaluable, and early signs indicate that it is translating into sales across channels. The campaign underscores the importance of staying agile and aligning with trends that feel authentic to the brand’s narrative."

He further emphasised, "For FMCG brands, particularly in impulse-driven categories, such moves demonstrate how thoughtfully executed moment marketing can create immediate impact while laying the groundwork for sustained growth and visibility."

The Power of Influencer-Led Trends

Whoppl, India’s first Content-to-Commerce company, CEO Ramya Ramachandran highlighted the evolving role of influencers in shaping trends and how brands must act quickly to capitalisAn e on viral moments. 

According to her, influencers play a key role in shaping trends, allowing brands to quickly jump on viral moments. The current landscape is driven by real-time engagement from social media personalities. This shift highlights the importance of agility in marketing.

She also referenced previous successful trend-based marketing campaigns, such as the "So beautiful, so elegant, just looking like a wow!" campaign, which brands leveraged to enhance visibility and engagement. "As influencers continue to emerge as key players in viral marketing, brands that are quick to respond can create direct and impactful connections with consumers, making this approach not only relevant but essential in today’s digital landscape."

Back story…

Instagram influencer named Ayush, who joined the platform on March 8 with zero followers. In less than 15 days, his follower count skyrocketed to 30K, thanks to a viral video where he humorously attempted to name various desserts, struggling with some pronunciations—just like many Indians do. His natural relatability struck a chord with the internet, catapulting him to overnight fame.

Though his real name is Ayush, the internet now recognises him as 'Prashant.' His original reel, which initiated this trend, has amassed 15 million views, with his follower count soaring from 5K to 30K in under a week.

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A post shared by Ayush Hu Mai (@ishowayuu)

While name-based trend marketing can work wonders, missteps can be costly.

Recently, Urban Company recently faced backlash after rebranding its newly launched quick-service offering called "Insta Maids".  Responding to the feedback on social media, Urban Company posted on X, "Words matter. That’s why Insta Maids is now Insta Help—because dignity, respect, and progress start with the name, and go beyond."

Navigating Moment Marketing Carefully

Pocket FM Head of Brand and Communications Vineet Singh, underscored the nuances of moment marketing and its potential risks. "Cultural nuances and sensitivities must be considered to avoid misinterpretation or unintended controversy. It’s essential to evaluate whether the engagement will create a lasting brand association rather than just a fleeting moment of virality. Moment marketing should not just generate attention—it should reinforce what the brand stands for in an organic, memorable way."

Singh emphasised the importance of aligning viral trends with a brand’s core values and positioning. "Jumping onto a trend just for visibility can feel opportunistic and dilute the brand’s identity. More importantly, the trend should resonate with the target audience—if it doesn’t strike the right chord, the impact will be superficial. Authenticity plays a crucial role; a brand should participate only if it can contribute something meaningful or add a fresh perspective to the conversation."

On measuring the long-term impact of moment marketing beyond social media buzz, he said, "One of the key indicators is whether the campaign creates an emotional connection that sticks with the audience long after the trend fades. This can be observed through increased brand mentions in organic conversations, how often the brand is referenced in a similar context, and whether the sentiment around it has been positively reinforced."

"Success lay in making the brand a natural part of the conversation—without forcing it—so that when people think of great storytelling, they think of us," he said.