Why Are Big Brands Like Myntra And Reliance Apologising Online? New Viral Trend Explained As The Internet Gets Busy With ‘So Sorry’ Strategy

Major Indian companies, such as Myntra, T-Series, and Reliance Digital, have recently made a “public apology” wave through their social media channels, but the reason for this trend is not a corporate scandal. These companies do not apologize, for instance, for a product defect, and data breach or poor service. On the contrary, they are running a very successful, ironic apology advertisement campaign, claiming that their products or services are just too effective or pleasant.

This self-denouncing but self-praising marketing technique replaces the traditional crisis communication with an informal-sounding apology that becomes a moment of customer engagement and subtle boasting.

The letters look official with corporate jargon and lists of their ‘offences’ in bullet points, thus making a very shareable and comical content that appeals to the internet generation. This trend that has its roots outside India has nevertheless been fully adopted by the local powerhouses to give their brand a human face and be noticed in the already crowded digital space.

Viral Marketing Tactic: The Faux Mea Culpa

The foundation of the campaign is built on a false apology. Companies make public announcements where they talk about their ‘unintentional customer delight.’ Take for example an electronic behemoth that might claim sorry for its irresistible deals which make people buy without planning, or Myntra, a fashion retailer, might show ‘remorse’ that their dresses make ‘casual plans feel like red carpets.’

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