From Volkswagen to PVR: How Indian brands are using 'sorry' as a marketing strategy

The rise of ‘sorry’ marketing in India A wave of “apologies” has hit Indian advertising – but not for mistakes. From car manufacturers to cinemas, brands are apologizing for being too good at what they do. The latest trend, known as “apology advertising,” turns traditional crisis communication into playful, viral marketing. (Image: Canva)

What’s behind the apology-advertising trend? In this strategy, brands mimic corporate apologies for “regretting” their success – such as making the product seem too reliable or too unique. The tone appears formal, but the intention is ironic. Often shared on social media and in print, these ads generate curiosity before revealing the punchline. (Image: Canva)

A trend born abroad. The concept started last year in the Philippines, where brands used fake apologies on TikTok and Instagram to grab attention. The idea soon spread to India, where it was widely adopted across industries due to its humor, simplicity, and viral appeal. (Image: Canva)

Volkswagen starts wave of apology in India. The first major Indian brand to adopt this trend was Volkswagen, which issued an “official apology” for making cars that were too difficult for customers to part with. The post went viral, triggering a chain reaction of similar campaigns from other brands. (Image: Instagram)

Skoda got involved in a funny way. Soon after, Skoda India followed suit and posted a formal-looking “regret” letter, saying its cars had set standards that others could not match. The clever execution helped the brand trend online, inspiring competitors and marketers to experiment with the same tone. (Image: Instagram)

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Reliance Digital and Adani Ambuja Cement get creative. Reliance Digital apologized for helping buyers find the best gadgets “much easier”. Meanwhile, Adani Ambuja Cement took a jibe at itself and said that I am sorry because its walls have become so strong that it is not possible to dig them. (Image: Instagram)

Lifestyle brands embrace this trend. Fashion platform Myntra issued an apology for making its collection “too hard to resist”, while PVR Cinemas apologized for “spoiling movie nights elsewhere”. Both brands used light-hearted messaging that connected directly to their audiences’ everyday experiences. (Image: Instagram)

FMCG brands keep it fun and tasty. Snack giant Haldiram’s has apologized for its products being “highly addictive to share”. Drinks brand Keventers and ice cream maker Vadilal also joined in, each expressing regret for creating dishes that entice customers to eat more. (Image: Instagram)

Deccan Herald joins this trend. Even media outlets got creative. Deccan Herald ran a newspaper ad “apologising” for maintaining truth and integrity for over a century, adding a witty journalistic twist to the trend and proving it can work beyond consumer goods too. (Image: Instagram)

Why so many brands are saying sorry and why experts are cautious Marketers say “sorry” works because it immediately grabs attention and sparks curiosity. Once the audience senses the humor, it creates engagement and shows the playful side of the brand. There have been mixed reactions to this trend – many find it funny and relevant, while critics warn that it could trivialize actual corporate apologies. Brand strategist Harish Bijoor warns that overuse can cause harm. “When everyone apologizes for being nice, it stops feeling clever. Marketing works best when it’s honest and fresh,” he told Samachara.com. (Image: Canva)

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