Why Brands Are Apologising for Being Too Good

India Today

From Haldiram’s to Volkswagen and Ranveer Brar, brands are taking social media by storm with mock apologies — saying sorry not for mistakes, but for being too irresistible.

Transcript

00:00Your feed's full of apology posts, but guess what? Nobody's actually sorry.

00:04From Haldiram's to Skoda, Myntra to T-Series, everyone suddenly sings sorry.

00:08And even celebrity chef Ranveer Brat joined in with his own public apology.

00:12But before you jump to conclusions, here's what's really going on.

00:15These aren't real apologies. They're part of a viral, we are sorry trend.

00:19Brands are mock apologizing for being too good at what they do.

00:22European auto giant Volkswagen said sorry for making cars that are too hard to part with.

00:26Food manufacturing company inventors apologize for milkshakes that keep people coming back for more.

00:31Reliance Digital said sorry for tempting people with irresistible tech.

00:34The idea started in the Philippines in 2024, and it's now taken over Indian social media.

00:39Each post looks like a formal corporate apology. Letterheads, bullet points, serious fonts.

00:44But the twist hits you when you read further. They're apologizing for being too irresistible.

00:48Usually, brands don't say sorry unless they have to.

00:50But this time, they're using that same intense, sincere format and flipping it into humor.

00:56According to media reports, the trend taps into emotional and humorous branding.

01:00It makes brand look self-aware and human.

01:02A refreshing break from traditional advertising.

01:04By using a witty, relatable tone, brands aren't just making people laugh.

01:08They're reminding everyone what makes them special.

01:10It's soft marketing in disguise, highlighting product appeal without sounding promotional.

01:14Of course, not everyone's impressed.

01:16Some marketing professionals say apologies should mean something.

01:19Therefore, accountability, not attention.

01:21Still, love it or hate it, the trend works.

01:23It's funny, it's smart and it's keeping brands at the center of every scroll.

01:27So are they guilty of good marketing or just being too awesome for their own good?

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