Time To Move On From 'Regressive Beliefs' - 3M's Marketing Head Over Bindi Wearing Woman On Scotch-Brite Logo

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.