Ektaa Kapoor apologises to actors she once called ‘not up to the mark’ after acting in recent ads

Television and film producer Ektaa Kapoor surprised many on Monday with a heartfelt note shared through her Instagram Stories. Known for her sharp creative instincts and strong opinions, Ektaa issued a public apology to all the actors she had ever criticised in her long career.

In her post, she said, “After my recent bout of acting in the ads, I’d like to give a public apology to every actor I have said, ‘your performance was not up to the mark’. I am sincerely sorry.”

Her statement came soon after she featured in multiple brand advertisements, showcasing a lighter and self-deprecating side of the usually tough producer. In one of the ads, she humorously claimed, “I gave the world K-drama,” referring to her legacy of iconic Indian television shows such as Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Kii, Kusum, and Pavitra Rishta.

While her ads have generated a mixed response, many in the industry praised her for being honest and self-aware. The apology post also sparked lighthearted reactions from fans and actors who worked with her in the past, calling it a rare yet relatable gesture.

Meanwhile, Ektaa Kapoor has had an eventful few weeks beyond her advertising work. Her Netflix-backed film Kathal: A Jackfruit Mystery recently won the National Film Award for Best Hindi Film at the 71st National Film Awards. The award was presented to director Yashowardhan Mishra, along with producers Guneet Monga Kapoor and Ektaa Kapoor, by President Droupadi Murmu.

Speaking about the honour, Ektaa said, “Attending the National Awards and celebrating Kathal’s win is a magical moment for our entire team. This story was created to celebrate authentic, quirky Indian narratives, and today’s recognition makes the journey unforgettable.”

She thanked the jury, Netflix, and audiences for embracing the story, adding that the award motivates her to continue supporting bold, original storytelling rooted in Indian culture.