Why Are Companies Like Pathao, Buddha Air, and Classic Tech Apologizing One After Another on Social Media?
कात्तिक २४, २०८२ १७:१३
Kathmandu: Over the past few days, several companies have been posting “official apology statements” on social media. These statements, complete with company letterheads, appear formal and are addressed to customers and well-wishers.
However, none of these companies are actually apologizing for mistakes or service failures. Instead, they are “apologizing” for providing quality services and benefiting their customers, a style of statement that has quickly caught public attention for its unusual tone and presentation.
Following this trend, ride-sharing platform Pathao posted an “official apology” on Saturday, saying, “We would like to apologize for being the best and safest ride-sharing platform here.” The company cleverly used the apology format to promote its service.
On Sunday, Buddha Air joined the trend, writing, “Dear passengers, for the past 28 years, we have been found guilty of making air travel in Nepal very convenient through Buddha Air.” The airline “apologized” for offering excellent service while listing its achievements.
Soon after, several other companies, including Classic Tech, Sparrow SMS, Nothing Phone, and Bhojmandu, posted similar statements. Waste recycling company Khalisi even humorously responded, saying that if companies keep writing apology letters, it would start recycling their papers.
Many social media users have appreciated this creative advertising style, calling it a fresh way to engage audiences. Others, however, criticized companies for following a meaningless trend and using it as an excuse for unnecessary promotion despite inconsistent service quality.
The Trend Originated in India
This “apology statement” trend has recently gone viral across India, spreading from the corporate world to entertainment and IT sectors. Big names like T-Series, Adani Ambuja Cement, Haldiram’s, Škoda, Banana Leaf, Volkswagen, and even the upcoming film Tere Ishq Mein have posted similar “apology letters” online.
How the Trend Began
The origin of this viral trend dates back to October last year, when Filipino content creator Jen Barangan attended a concert by Filipino-American pop singer Olivia Rodrigo. During the show, Jane filmed herself singing loudly with her phone’s flashlight on, unintentionally disturbing others. After facing criticism online, she posted a short apology letter on social media, writing, “I want to apologize to everyone for my actions, Jen.”
Her brief, almost casual apology went viral and was mocked for being insincere. Soon, brands in the Philippines started copying the same format for humorous marketing. The style spread rapidly across industries, including human rights organizations and businesses, who began posting mock apology letters featuring their logos and branding.
This type of marketing, where brands highlight their strengths under the guise of admitting faults, is known as “humblebragging.” It’s a promotional tactic that uses modesty to indirectly boast about success.
Since the 2010s, many celebrities and companies have used this approach on social media. For instance, brands often “apologize” for products being sold out or for being overwhelmed by too many customers.
In 2018, Tesla CEO Elon Musk tweeted that the company was in “production hell” while making the Model 3, and later said it was in “delivery logistics hell” due to overwhelming demand. Many saw his posts as subtle bragging, emphasizing the car’s massive success rather than actual production challenges.
The same marketing tactic has now found its way into Nepal’s digital space, where companies are apologizing, but only for being too good.
पछिल्लो अध्यावधिक: कात्तिक २४, २०८२ १७:१३
