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Time To Move On From 'Regressive Beliefs' - 3M's Marketing Head Over Bindi Wearing Woman On Scotch-Brite Logo
Swarajya Staff
Jul 16, 2020, 02:10 PM | Updated 02:10 PM IST
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The logo of well known cleaning product Scotch-Brite which includes a woman with a Bindi has drawn a reaction from the 3M India's Head of Marketing – Consumer Business Atul Mathur who wrote, "...it is undoubtedly time to move on from regressive beliefs...".
As per a Hindustan Times report, the episode began when a "communication strategy consultant" Karthik Srinivasan wrote on Linkedin that:
"Pushpanjali Banerji recently shared with me a photo of a pack of Scotch-Brite and after I noticed what she pointed to, I couldn’t unsee it!"
“The logo has the vector image of a woman with a bindi!”
"While a lint roller does not carry this, other products like scrub pad/sponge, sink brush, broom, bathroom wipe, stainless steel scrub, toilet brush do carry it...In 2020, such gender markers seem awkward and out of place. I sure hope the good folks at 3M take note of this legacy logo and update it"
This post elicited a response from 3M India's Head of Marketing – Consumer Business Atul Mathur who thanked Srinivasan for his "insightful comment".
Mathur went on to write that, "you have correctly surmised that this is a legacy vector and that it is undoubtedly time to move on from regressive beliefs".
He goes on to claim that the company is now working on a logo change which will be implemented in a few months time.
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