Brand: Britannia
Agency: Schbang + Tilt Brand Solutions
Why the campaign rocks:
The Britannia Croissant x Prashant campaign is a strong example of how brands can effectively respond to consumer sentiment and real-time trends. What began as a simple mispronunciation quickly gained traction online, and Britannia was quick to leverage the moment in a creative way. By temporarily rebranding its croissant as “Prashant” across digital platforms including a new social media bio and refreshed packaging, the brand demonstrated agility and a clear understanding of audience engagement.
This campaign worked well because it was timely, relevant, and didn’t require a large-scale production to make an impact. Rather than correcting or ignoring the trend, the brand embraced it and created a light, memorable moment.
From a marketing lens, this approach reflects the increasing importance of being adaptable, listening to digital chatter, and reacting in ways that align with a brand’s tone and values. Such campaigns help humanise the brand and make it more approachable to its audience, especially at a time when authenticity and relatability hold significant value in consumer decision-making.