Mumbai, Nov. 10 -- There is nothing more humbling than having to say you're sorry. And nothing more enjoyable than watching a famous personality apologize in public.

Social media is awash with apologies-some tearful, some sincere, several cringey ones and a handful of non-apologies, too. But as a marketer, it is tricky to engineer the right kind of apology when your brand makes a mistake, or worse, when you're forced to apologize for hurting the feelings of some folks.

Lately, brands have resisted apologizing when they face calls for boycott, especially over religious or other sentimental issues; instead, they wait for the storm to blow over and quietly pull the offending campaign.

So, imagine our surprise at seeing a wave of public ap...