India, Nov. 7 -- Apologies are usually about owning up to mistakes, but not this time. The internet is now flooded with mock apology statements from brands and influencers who are "sorry" for being too amazing. From Skoda and Haldiram's to designers like Rina Dhaka and chefs Ranveer Brar, Rakhee Vaswani, everyone's joining the bandwagon. Tone? Playful, sarcastic, brimming with self-love.

So. Where did it all start?

The tongue-in-cheek trend reportedly began in the Philippines last year but has only recently caught fire in India. Each post follows the format of a serious corporate apology, complete with formal language and remorseful tone, but flips the script. Instead of admitting a blunder, brands "apologise" for exceeding customer exp...