Unpredictability and speed have been the recent hallmarks of brand marketing and PR. What once might have been brushed off as a PR gaffe or a passing meme is now being reimagined as a chance to spark virality.
From Burger Singh’s playful rebuttal of rumours about their next funding round, crafted with Indian PR firm Cha-Chi Communications, to the Astronomer teaming up with Ryan Reynolds’ Maximum Effort for a moment of cultural genius, brands are proving that quick thinking and sharp storytelling can turn the tide in their favour almost instantly.
What’s driving the buzz? A clear shift toward “authenticity over aspiration. Brands are ditching the overly polished for witty, self-aware, and native content that thrives on platforms like Instagram Reels and YouTube Shorts. The real edge lies in agility; those willing to embrace imperfections, move with cultural conversations, and stay relevant in the moment are the ones transforming passing trends into lasting impact.
One of the most viral brand moments this summer came from homegrown burger chain Burger Singh. When a media report prematurely announced a ₹47 crore funding round, the brand skipped the usual denial. Instead, it rolled out a cheeky, refreshingly honest press note packed with desi analogies, from a house listed on 99acres to a bachelor on Shaadi.com, even comparing it to declaring a cricket win before the final ball.
By clarifying that the funding was an intent, not a closure, the response struck the right balance of transparency and humour. Executed with Cha-Chi Communications, the move showed how reading the audience’s pulse and adding a dash of wit can turn a slip-up into a viral win.
After a surprising "Kiss Cam" moment at a Coldplay concert, featuring Astronomer’s ex-CEO and the company’s HR head, the internet had a field day. Instead of shying away, Astronomer leaned all the way in. With the help of Ryan Reynolds’ agency, Maximum Effort, they brought in none other than Gwyneth Paltrow (Chris Martin’s ex-wife) as a tongue-in-cheek spokesperson.
In a perfectly deadpan video, Paltrow wittily addressed the buzz without ever naming names, cleverly steering the attention back to Astronomer’s core offering, data workflow automation, and its upcoming conference. It was bold, unexpected, and brilliantly self-aware—a masterclass in turning awkward headlines into brand gold.
Swiggy & Britannia's "Croissant to Prashant" Moment:
Those French pronunciations can be tricky! An accidental mispronunciation of "croissant" as "Prashant" by an Indian user on an Instagram filter sparked a massive trend. Swiggy swiftly responded by redirecting "Prashant" searches on its app to croissants, while Britannia even changed its Instagram bio. This immediate, playful engagement showcased their agility and willingness to participate in organic internet humour, leading to widespread media coverage and user delight.
Phillips was quick to jump in.
While a specific agency isn't explicitly named for the entire viral reaction, Schbang was involved in the "Prashant" mini-campaign for Britannia, highlighting the importance of quick, real-time creative execution.
Zepto’s latest OOH campaign, developed by its in-house team, turns heads with witty split-billboards that showcase the platform’s diverse product range. In “Munna Ke Liye,” a baby bottle flips from snacks and beverages to toys and baby care, while “Roshni Ke Liye” transforms a lipstick into a flashlight, blending beauty with utility in a playful wink.
With these clever visual twists anchored by its signature “everything in 10 minutes” promise, Zepto reinforces its edge on speed, variety, and cultural relevance.
Just before the IPL 2025 final between RCB and PBKS, two teams that had never won the title, Durex India dropped a post that instantly went viral. Against a bold red backdrop with two lion silhouettes (a nod to both teams’ mascots), the caption read: “18 years. 2 virgins. Who will get lucky tonight?” It was cheeky, culturally spot-on, and perfectly timed. The internet exploded with laughs and applause, with many calling it the post of the season. Handled by Havas Worldwide India, the campaign fused sport, humour, and brand voice effortlessly. A clever reminder that a little boldness and the right timing can go a long way in owning a national moment.
With Inputs from Cha-Chi Communications
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