It's happened too many times.
It happened last year when beauty website Total Beauty mistook Whoopi Goldberg for Oprah, it happened with Priyanka Chopra who was mistaken for Indian actor Yukta Mookhey by networking channel ABC, and now, the latest one to join the list is Dev Patel.
The British-Indian actor, who won the best supporting actor award at BAFTA for his acclaimed film Lion, garnered praise from fans all over. Unfortunately, one designer label, Burberry, couldn't match Dev's name to his face.
Burberry congratulated the actor but tweeted it with a photo of British-Pakistani actor Riz Ahmed:
Of course, all hell broke loose on Twitter soon after. People just couldn't handle the slip:
It didn't take long for the tweets to grab the brand's attention and they apologised to the two actors and issued a statement online.
"We have apologised directly to Dev and Riz for the mistake. We are incredibly sorry, it should not have happened. We are checking processes to ensure it doesn’t happen again."