MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Viral Branding Meets Market Complexity: The Prime Hydration Case Across Western and Indian Consumer Landscapes

  1. Rahul Sen
  2. Chayani Mukherjee
  3. Koustav Das
  4. Soudip Roy

Abstract

The global rise of influencer-driven consumer brands has reshaped the landscape of product marketing and consumption, particularly in the functional beverage sector. This paper examines the case of Prime Hydration, a wellness beverage brand co-founded by social media influencers KSI and Logan Paul, which gained rapid popularity in Western markets through viral marketing, celebrity branding, and strategic scarcity. However, its foray into the Indian market did not yield comparable success. Despite growing digital connectivity and rising health consciousness among Indian youth, Prime struggled with market penetration due to high pricing, lack of cultural relevance, and limited regional adaptation. Through a mixed-method approach combining consumer behaviour analysis, brand comparison, and primary survey data from Indian consumers aged 16 to 35, this study investigates the misalignment between Western branding strategies and Indian market expectations. Key findings reveal that Indian consumers prioritize affordability, functional utility, and relatable local branding over global hype. The paper proposes a “glocalization” framework that emphasizes cultural resonance, influencer relatability, and adaptive pricing as critical to successful brand integration in emerging economies. By highlighting the gaps in Prime Hydration’s strategy, this study offers broader insights into the challenges and solutions for influencer-led brands entering culturally diverse and economically stratified markets like India.
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