‘Sorry, not sorry’: Why brands are joining the viral trend — and internet can’t stop laughing

India is witnessing a hilarious new trend: brands issuing public apologies—not for mistakes, but for being too good. Social media is flooded with playful apologies from companies and influencers, and the internet can’t stop laughing. From Skoda, Myntra, T-Series and Haldiram’s to chefs like Ranveer Brar and Rakhee Vaswani, everyone is joining the trend. Instead of admitting a blunder, brands are “sorry” for delighting customers too much—whether it’s maki