In a sweet turn of linguistic destiny, content creator Ayush overnight became an internet sensation after pronouncing "croissant" as "Prashant" in a language tutorial video. The video, which garnered more than 17 million views, triggered a viral phenomenon that's sweeping social media off its feet.
Ayush's following ballooned to 45,500, with his brand-related reels garnering 9.9 million views per piece. His engagement rate increased to a whopping 863.34%, well above the average 10-15% of celebrities.
Large brands such as Netflix, Myntra, IKEA, Lakmé, Swiggy, and Britannia quickly hopped on the bandwagon, using "Prashant" in their promotional campaigns. Bollywood celebrities were not far behind, with Diana Penty coming up with her own comedic version of the meme.
As the "Prashant" phenomenon keeps growing, it defies projections of the demise of viral trends in 2025, showing that a simple, relatable moment can still catch the imagination of the internet.
Sources: Exchange4Media, Social Samosa, Times of India