What’s all this happening with “Prashant” on the internet? Is Britannia launching a new product?
Well, it all started with a meme…
Social media has done it again. One random moment, a viral trend, and boom—a brand turns it into a business opportunity.
This time, it’s Britannia with their Prashant (Croissant)
If you’ve been on Instagram lately, you’ve probably seen reels filled with people calling Croissant as “Prashant”. It’s weird, it’s funny, and now, it’s everywhere.
Sounds ridiculous, right? But welcome to the internet, where one reel can turn an innocent French pastry into India’s new favorite meme!
Let’s break down how a simple mispronunciation sparked a social media storm, how Britannia hijacked the trend, and what brands can learn from this marketing masterstroke.
The Origin: How Croissant Became Prashant
It all started when a digital creator on Instagram playfully mispronounced ‘croissant’ in a reel that went viral, getting over 18 million views.
https://www.instagram.com/reel/DG7_dBiTCA5/?igsh=aTUxZjY3YWQ3MDlh
The randomness + deadpan delivery = instant comedy gold.
The internet took over, and suddenly, it became the official desi name for the fancy French pastry.
People started:
- Making memes
- Creating fake Prashant bakery brands
- Asking real bakeries for “Prashant” instead of croissant (for content)
And when the internet moves, brands follow.
Britannia’s Genius Move with Prashant: Turning a Joke into Marketing Gold
Britannia, already selling croissants in India, saw this as a golden opportunity.
Step 1: They changed their Instagram handle to “Britannia.Prashant” (iconic, right?).
Step 2: Updated their bio to “Prashant, naam toh suna hi hoga!” (DDLJ reference for extra spice).
Step 3: Collabed with the creator and released a croissant reel using the meme, which hit 8.1M+ views and 61.7K+ shares!
https://www.instagram.com/reel/DHG4EVnS9-N/?igsh=MXN2N2p6bnkwa2x5NA==
Step 4: Packaging Update: Altered the croissant packaging to feature ‘Prashant,’ blending humor with brand identity.
Britannia didn’t just join the trend. They owned it.
Why This Worked: A Masterclass in Trend Marketing
- Speed: They jumped in at the peak of the trend. No delay = more impact.
- Humour: The execution was fun, not forced. (Nobody likes cringy brand jokes 🤡).
- Relatability: They were already selling Croissants. So they just connected the dots.
What Brands Can Learn from This
- Trends fade fast—act NOW. If Britannia had waited, the “Prashant” wave would’ve passed.
- Make it feel organic. The best brand campaigns don’t look like ads; they look genuine.
- Go beyond just posting. Britannia didn’t just “make a meme.” They changed their username and built an experience.
Conclusion:
So yeah. Britannia is not launching a new product, but they’ve temporarily changed their croissant to Prashant.
And they nailed it this time with their marketing.
This trend proves that:
➡️ The internet is unpredictable.
➡️ Branding isn’t about pushing ads; it’s about joining the culture.
➡️ A single viral moment can redefine an entire product.
So next time you see a croissant… sorry, Prashant… you’ll know how an Instagram joke became marketing history.
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