Riding The Viral Wave: Philips Airfryer X The Croissant Guy
Philips
Philips is a globally trusted name in consumer electronics, known for combining smart innovation with everyday practicality. Whether it’s kitchen appliances or personal grooming tools, the brand focuses on making technology accessible, reliable, and lifestyle-friendly.
The Ask
In late March 2025, Philips spotted an opportunity: a viral video of a content creator mispronouncing “croissant” was making the rounds online—and they wanted in.
The brief landed in our inbox on March 27. The idea? Build a fun, fast-paced social media video around the viral moment, featuring content creator Ayush, aka “Prashant”, baking a croissant in a Philips Air fryer.
The client’s goal was simple: leverage the viral moment to drive product awareness and engagement for the Air fryer — without making it feel like a forced brand plug.
Tone? Funny and irreverent.
Platform? Instagram Reels.
Timeline? Less than a week.
The Execution Process
The agency provided a basic script and concept. We stepped in to elevate it. Within a day, we developed a refined screenplay, layered in jokes and quirks (yes, including a gag involving a crow), and built a detailed shot list and storyboard.
Our in-house team also handled:
An AI-generated VO that had topical relevance for this video
Location sourcing in Gurgaon
Art direction and styling
Food styling for the hero product: the croissant
The shoot took place on March 29, and we had a working first cut ready by March 31—despite a weekend and a holiday in between. The final delivery went out on April 2.
The project was pulled off by a tightly coordinated crew led by Shrey, who doubled up as Director and Creative Director, with Nishant Verma as the DoP. From art direction and food styling to production and post, every department worked in sync to meet the fast-paced timeline. The production was efficiently managed by Ruby and Prateek, with solid support from the styling team, lighting crew, and on-ground assistants.
Only one talent was involved—content creator Ayush, reprising his now-iconic character in a fresh, brand-led storyline.
Additional
Brownie Points for
Hiring IndieVisual
While production houses are aplenty, IndieVisual takes a unique tech-and-network-optimization approach towards meeting brands’ digital video needs. This allows us to be quick, effective, and professional in our approach, and also deliver video projects all across India.
The Final Product
We delivered a high-production-value reel that felt fast, funny, and platform-native—exactly what the client needed.
Despite the tight turnaround, the video resonated with audiences immediately. It racked up:
1.1 million+ views
36.5k likes
578 comments
37.2k shares
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It was also reshared by celebrity chef Ranveer Brar, who loved it!
This campaign stands as a great example of how IndieVisual can move fast, stay creative, and nail the tone—even when the timeline is tighter than the brief.