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When content creator Ayush mispronounced “croissant” during a language learning video, something extraordinary happened. Within just three weeks, the clip:
- Generated 19.4 million views
- Accumulated over a million shares
- Skyrocketed the creator’s followers from thousands to 45,000
But the real marketing genius wasn’t just in the video – it was in how brands responded.
Why Moment Marketing Works: The Numbers Don’t Lie
Marketer, Harshil Karia from Schbang (the company that carried Britannia’s campaign in
collaboration with Tilt Brand Solutions) breaks down why this approach is revolutionary:
- Highest Virality Potential: Memes have an unparalleled shareable quotient
- Engagement Multiplier: Humor in ads engages audiences seven times more effectively
- Audience-Generated Content: Reduces traditional marketing resistance
Strategic Brand Responses That Nailed It
Brands didn’t just watch – they transformed the moment:
- Swiggy: Cleverly adjusted app search results to show croissants when users typed “Prashant”
- Britannia: Went all-in by:
- Temporarily rebranding as “Britannia Prashant”
- Changing product packaging to spell “Prashant”
- Creating a campaign that generated 10 million views and 50,000 shares
The Shifting Marketing Landscape
The “Prashant” moment reveals crucial trends:
- Traditional influencer marketing is becoming challenging
- India’s influencer marketing industry is projected to grow from ₹2,344 crores in 2024 to ₹3,375 crores by 2026
- Brands are seeking more cost-effective, organic engagement strategies
Key Takeaways for Founders
- Stay Agile: Be ready to pivot instantly
- Embrace Spontaneity: Some of the best marketing can’t be planned
- Listen to Your Audience: The internet speaks – are you listening?
- Speed Matters: Trending moments have a “goldfish attention span”
The Ultimate Marketing Lesson
As Puru Agarwal, associate creative director from Schbang puts it, successful marketing today is about brands that “listen, adapt, and engage with their audience in real-time.”
Your next viral moment isn’t just possible – it’s waiting. The question is: Will you be ready to catch it?
