JOURNAL ARTICLE

Croissant is now 'Prashant': Brands sink their teeth into the viral marketing trend.

  • Published In: CSO Forum, 2025. P. N.PAG 1 of 2

  • Database: Applied Science & Technology Source Ultimate 2 of 2

Abstract

Major brands like Britannia and Swiggy have embraced a viral trend sparked by an influencer's mispronunciation of 'Croissant' as 'Prashant,' leading to a surge in engagement and user-generated content. Britannia's deliberate rebranding to 'Britannia Prashant' aimed to promote their packaged croissant category and build category awareness in India. The success of this moment marketing strategy underscores the importance of aligning with trends authentically and creating lasting brand associations. Influencers play a crucial role in shaping trends, and brands must act quickly to capitalize on viral moments in today's digital landscape. [Extracted from the article]

Additional Information

  • Source:CSO Forum. 2025/03, pN.PAG
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2025
  • Accession Number:183914452
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