The trend,”Bahar se Croissant, Andar Se Prashant” #BCAP is a massive conversation starter, celebrating the fact that while we might put up a Croissant exterior, embracing the sophisticated and the popular, while our core remains distinctly Prashant, rooted in an authentic, unmatched love for the simple, comforting, and familiar. When this sentiment became a viral hit, Britannia Treat Croissant skillfully leveraged it by creating a banter, challenging for other brands to join the conversation.
Several other brands quickly recognized this and contributed to the conversation right below Britannia’s board. This resulted in a brilliant, public exchange. Dabur Amla suggested that outward relaxation is nice, but deep comfort comes from a traditional champi. Max Protein injected some humorous accountability by referencing the internal debate over healthy snacking. Flair kept its message simple, focusing on the connection between looking fresh and staying hydrated. And Hajmola bypassed the duality, reminding everyone to enjoy their tangy flavour (chatkara) regardless of their inner or outer state. This collective, real-time response showcased advertising in a witty and conversational light.
