A humorous trend has taken over Indian social media, with major brands issuing mock apology posts for being too good at what they do. Instead of apologizing for mistakes, companies like Skoda, Volkswagen, and Reliance Digital are jokingly saying sorry for making products that customers love too much. The “We’re Sorry” trend has become a viral sensation, with brands using a formal tone and structure to poke fun at their own success.
The trend involves brands creating mock corporate apology statements, complete with letterheads and bullet points, but with a twist. Instead of addressing a crisis, they’re “admitting guilt” for exceeding customer expectations. For example, Volkswagen India apologized for making cars that are “too hard to part with,” while Keventers apologized for milkshakes that “keep people coming back for more.” Even chef Ranveer Brar joined in, jokingly apologizing for recipes that are so good, they’re causing “unintended disruptions” in people’s lives.
The list of participating brands is growing, with companies like Adani Ambuja Cement, Haldiram’s, and PVR-Inox all getting in on the fun. The trend, which originated in the Philippines last year, has gained momentum globally this month, with India leading the creative wave. Brands are using the trend to showcase their strengths and highlight their products in a humorous and relatable way.
The trend taps into emotional and humorous branding, making brands appear self-aware and human. By using a witty tone, brands are not only making audiences laugh but also reinforcing their strengths. The format doubles as soft marketing, allowing brands to highlight their products without sounding promotional. However, not everyone is laughing, with some marketing professionals arguing that turning apologies into a joke dilutes their meaning and undermines accountability.
Despite this, the trend continues to gain traction, with many brands seeing it as a way to connect with their audience and showcase their personality. As one LinkedIn user observed, “It’s rarer than a sincere corporate mea culpa, yet infinitely more effective.” The trend is a refreshing break from traditional advertising, and its success is a testament to the power of humor and creativity in marketing. With its lighthearted and playful tone, the “We’re Sorry” trend is likely to continue to entertain and engage audiences, and may even become a new benchmark for brands looking to connect with their customers in a more human way.