Why Aamir Khan Productions shared apology, deleted and shared it again

Aamir Khan and Kareena Kapoor in 'Laal Singh Chaddha', which released in theatres on Thursday (August 11, 2022).

Aamir Khan Productions has deleted and reposted its widely-shared apology video which was tweeted on the Jain festival of Samvatsari, when people seek forgiveness from others.

The tweet had drawn backlash for a typo that featured right at the beginning of the video. The fact that it came close at the heels of Laal Singh Chaddha's box office failure also invited speculation about the motive behind the post.

This morning, Aamir Khan Productions had shared a Twitter video that began with the phrase “Micchami Dukkadam” printed on a black background. The Prakrit phrase Micchami Dukkadam is used to ask for forgiveness on Samvatsari.

In the clip, a voiceover proceeded to then issue an apology - but viewers were amused to note a typo right at the beginning.

"Micchami Dukkadam. Hum sab insane hain," read the text in the video. Insane, of course, refers to crazy - and presumably the production house meant to write "insaan" or human being.

“Micchami Dukkadam. We are all human and all humans make mistakes – sometimes through words, sometimes through actions. Sometimes unknowingly, sometimes in anger and sometimes in jest… If I have ever hurt you, then I apologise with all my heart,” the voiceover said in Hindi.

The post was deleted a few hours after it was shared online, but not before Twitter users began trolling it for the typo.

But We are not 'Insane'! https://t.co/hATK0xE8xH

— Prashant Umrao (@ippatel) September 1, 2022

You post a Apology Message and थीं you start with blunder of a Typo - Hum Sub insane hai https://t.co/6cKIdKTkBD pic.twitter.com/3KzpTX3XiZ

— Vikrant ~ विक्रांत (@vikrantkumar) September 1, 2022

Aamir Khan Productions later re-posted the clip with the typo corrected.

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A post shared by Aamir Khan Productions (@aamirkhanproductions)

Before the film’s release, “Boycott Laal Singh Chaddha” had become a raging trend on Twitter, thanks to a section of the internet that accused Khan of hurting Hindu sentiments. The trend began when people found a 2015 video in which Khan spoke of the “growing intolerance” in India.

Aamir Khan had also apologised before Laal Singh Chaddha hit the theatres. “If I have hurt anyone by any means, I regret it. I don't want to hurt anyone. If someone doesn't want to watch the film, I'd respect their sentiment,” he said when asked about the controversy surrounding the film at a press conference.