Man calls out Scotch-Brite for 'regressive' bindi clad symbol, firm assures logo change

A communications strategy consultant, Karthik Srinivasan recently took to LinkedIn to call out Scotch-Brite for marker in ir logo. While stereotyping roles is an outcome of a deep-rooted patriarchal mindset, Srinivasan ted that Scotch-Brite’s logo features a ‘vector im of a woman with a bindi’. communications strategy consultant said that he understand that back in 1990 ‘’period was different’, however, he ded that in 2020 ‘such markers seem awkward and out of place’. 

In a long post Srinivasan said, “Pushpanjali Banerji recently shared with me a photo of a pack of Scotch-Brite and after I ticed what she pointed to, I couldn’t unsee it”. 

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He said that he looked into all products from company and ted that while a lint roller does t carry ‘vector im’, or products like scrub p/sponge, sink brush, broom, bathroom wipe, stainless steel scrub, toilet brush do carry it. He ded, “In 2020, such markers seem awkward and out of place. I sure hope good folks at 3M take te of this legacy logo and update it”. 

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Company responds positively 

While Srinivasan’s post triggered a detailed discussion on roles, he soon received a reply from He of Marketing and Consumer Business at 3M India, Atul Mathur. In response to Srinivasan’s post, Mathur thanked communications strategy consultant for his ‘insightful comment’. While sharing a link to a recent vertisement titled “Ghar Sabka, Toh Kamm Bhi Sabhi Ka,” Mathur said that he understands that it is ‘undoubtedly time to move on from regressive beliefs’. 

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He of Marketing informed that company has started down ro to drive behavioural change externally. Mathur said that company has begun to work internally on changing branding vector. He was also ‘pleased to inform’ that company will be changing logo a few months down line. 

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