Overview
- In recent days, major names such as Skoda, T-Series, Reliance Digital, Myntra, Haldiram's, Keventers and Volkswagen shared stylised apology notes on Instagram.
- Posts copy corporate letters with subject lines like "Re: Unintended Customer Delight," bullet-pointed regrets and official-looking letterheads.
- Examples include Adani Ambuja Cement joking that walls became too tough to drill, chef Ranveer Brar 'regretting' recipes that sparked spontaneous cooking and Myntra's cheeky self-own.
- Brand strategists, including Kartik Shukla, say the approach humanises companies and delivers quick engagement but is best seen as a short-term tactic.
- Public reaction is split, with many users finding the posts witty and shareable while others argue the stunt trivialises real apologies and accountability.