What is the 'Prashant' trend and why is it going viral on social media

Social media and trends have a relationship that's lasted more years than many human relationships. Every other week one or the other trend rises in the midst of viral reels and keeps the avid social media users entertained.
Currently, the viral 'Prashant' trend has every person on the internet busy with creating new memes and reels related to it. Swiggy, the online food delivery platform is the latest participant in the trend. The brand made a post on X, writing the caption: "tum Prashant bologe, hum croissant samajh lenge." Also attached, was a screenshot where 'Prashant' was typed in the search bar and the results were showcased for a croissant.

Netizens hilariously commented under the post with comments like, "Ek blueberry jam Prashant mere ghar bhijwa Dena bhai," "Next level marketing." Others tried the same on the app and shared screenshots on X writing, "Bro is not kidding" and "It's true.. I checked it ". The post has gained almost 17.2K views on X and the views are only increasing.
This trend was started by content creator Ayush, who is known for his split-screen reels where he learns English tutorials. This time he was trying to learn the names of English desserts.
In the video a voice asked "What is it called?" while showing the picture of a croissant, to which Ayush answered "Patties." Following this the AI voice corrected him by saying "crossant." Ayush misheard it and said with an amazed look "Prashant?"

The creator's reaction went viral on social media with about 17.9 million views. Several users have recreated the reel and brands have used the perfect time to use it in campaigns and promote themselves. Along with Swiggy, brands such as Britannia also joined the trend by changing their Instagram name to "Britannia.Prashant."
The trend also seems to have reached the celebrities as recently, 'Chhava' actress Diana Penty hopped on to the trend with a reel where Ayush's voice is playing the background while she is eating a croissant. She posted the video on Instagram with the caption, "And all this while I thought it was Khwaason @ishowayuu, this one’s on you! "

The importance of social media is evident to brands and they intelligently and timely make use of these entertaining and engaging trends to advertise themselves and increase their sales.