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

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

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What’s behind the apology-ad trend | In this strategy, brands mimic corporate apologies to “regret” their own success — like products being too reliable or too irresistible. The tone looks formal, but the intent is ironic. These ads, often shared on social media and in print, create curiosity before revealing the punchline. (Image: Canva)

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A trend born abroad | The concept began in the Philippines last year, where