Bollywood Studios Join ‘Apology’ Trend: ‘We Are Ashamed’

Bollywood production houses are embracing a new social media trend, playfully issuing “apologies” to audiences. This tactic allows companies to engage viewers while subtly promoting their successful filmography. Several studios have joined the “apology trend” online.

Maddock Films recently shared an apology letter on social media. The letter, displayed on the production house’s letterhead, was brief and direct. It simply stated, “We are ashamed. Nothing more. This is the story. Thank you.”

 

 

 

 

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A post shared by Maddock Films (@maddockfilms)

Maddock Films, known for several successful movies, used this “apology” to remind audiences of their positive contributions to cinema. The playful tone suggests confidence in their past work.

Following this trend, Dharma Productions, led by Karan Johar, also issued a humorous apology. Their post listed a series of playful “faults” for which they sought forgiveness from viewers.

 

 

 

 

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A post shared by Dharma Productions (@dharmamovies)

Dharma Productions’ message read: “We apologize to you. Sorry for making you cry. We take responsibility for these things. We believe we raised your romance standards. We taught you that suddenly pianos start playing in the air. We forced you to think that love is friendship. We told boys how beautiful it is to wear a sherwani. Sorry for all these things, but to be honest, we had no other way to do it.”

This witty self-deprecating approach allows production houses to connect with audiences on a more personal level. It highlights their iconic contributions to Indian cinema while maintaining a lighthearted tone.

Looking ahead, Dharma Productions has two films slated for release next year: ‘Tu Meri Main Tera…’ and ‘Naagjila.’ Both films will star Kartik Aaryan, with Ananya Panday appearing opposite him in ‘Tu Meri Main Tera…’.

Maddock Films also has upcoming projects. ‘Ikkois,’ featuring Agastya Nanda, and ‘Cocktail 2,’ starring Rashmika Mandanna, are set to release soon.