permission issue on mounted external drive

I have use the tutorial from pimylifeup to mount my external HDD to /mnt/hdd directory. the drive is exfat.

i have issues now with permissions and i cannot write anything to the disk and cannot chown the folder.

the current permissions are

drwxr-xr-x 14 root root 131072 Oct 24 21:47 '#apps'

and the result of ch

when running sudo chown -R user:user /mnt/hdd i get the result

chown: changing ownership of '/mnt/hdd': Operation not permitted

What am i doing wrong? i'm pulling my hair here