Fashion brand founder apologises after customer says repeated ads prompted purchase: 'I felt bad'

Rather than viewing the purchase as a success, Akshay Jain said he felt uncomfortable about the situation. (AI-generated image)

A fashion brand founder has drawn attention online after sharing an account of a customer purchase that was prompted by repeated exposure to social media advertising rather than recommendation or promotional offers.

In a post on X, Akshay G Jain, founder of a fashion wear brand, said he received a call from a customer who told him she had recently ordered a pair of trousers from his company. According to Jain, the customer explained that her decision was driven by the frequency with which the brand’s advertisements appeared on her Instagram and Facebook feeds.

Jain said the customer told him she encountered the brand’s advertisements every time she opened the social media platforms, which eventually led her to place the order.

“Our ads are running all time and I felt bad and said sorry to her,” Jain wrote in the caption accompanying his post.

Customer called me randomly and said she just ordered a pant from us cos whenever she opens Instagram and Facebook, our ads are running all time and I felt bad and said sorry to her.

— Akshay G Jain (@Ajain112) January 27, 2026

Rather than viewing the purchase as a success, Jain said he felt uncomfortable about the situation and apologised to the customer for the experience.

The post generated a strong response on social media, with several users reacting to Jain’s remarks and sharing their views on digital advertising practices. Many praised the founder for acknowledging the potential discomfort caused by persistent advertising.

One user commented: “Haha, performance marketing done right!”

Another wrote: “I hope she comes back.”

A third user added: “Selling once on digital platforms is the easiest job; it’s the repeat that tells the reality.”

Separately, Jain also shared a reflection on the emotional toll of entrepreneurship. In another post, he spoke about how building a business can gradually affect founders on a personal level.

“It’s tough to be a founder; it’s tougher to be an emotional founder. I think with time, all founders become heartless,” he wrote.