In May 2025, the internet united over one unexpected moment: creator Ishowayuu hilariously mispronouncing croissant as prashant. In hours, the clip went from niche chaos to national obsession. Comments, stitches, parodies — everyone was in on the joke. And that’s when Philips Home Living India saw the window.

Philips didn’t just join the conversation — they jumped in at full speed, turning the viral mispronunciation into a fresh, funny, perfectly-timed moment marketing piece. We scripted and shot a quick-turnaround film featuring Ayush himself, once again struggling with “croissant”… while baking a Prashant inside a Philips Airfryer.

The humour was simple. The relevance was instant. And the timing was everything.

The film dropped while the trend was still peaking, making Philips the first major brand to ride the wave. And because it was rooted directly in the creator, the joke, and the actual product usage, the campaign didn’t feel opportunistic — it felt inevitable.

A viral mispronunciation became a real-time brand moment.
A trending joke became a full-blown conversation.
And Philips showed exactly how fast a brand can move when it’s truly plugged into culture.