Through the years, social media has helped manufacturers and their customers have interaction immediately. Living proof this dialog between a buyer and the advertising head of Scotch-Brite. This incident additionally showcases how slightly nudge from a buyer and slightly understanding from an organization could make issues higher for a lot of.
Karthik Srinivasan, a communications technique advisor, not too long ago took to LinkedIn to name out Scotch-Brite for his or her brand which stereotypes gender roles. He quickly acquired a reply from Atul Mathur, Head of Advertising – Client Enterprise at 3M India, Scotch-Brite’s father or mother firm. Mathur’s reply is profitable individuals over.
Srinivasan began his put up by writing, “Pushpanjali Banerji not too long ago shared with me a photograph of a pack of Scotch-Brite and after I observed what she pointed to, I couldn’t unsee it!”
“The emblem has the vector picture of a girl with a bindi!” he added.
Srinivasan seemed into this additional to see if all of the merchandise from the corporate carry the identical vector picture. “Whereas a lint curler doesn’t carry this, different merchandise like scrub pad/sponge, sink brush, broom, lavatory wipe, stainless-steel scrub, bathroom brush do carry it,” he famous.
“In 2020, such gender markers appear awkward and misplaced. I positive hope the nice people at 3M pay attention to this legacy brand and replace it,” he wrote on the finish of his put up.
Learn the whole put up right here:
The put up shared by Karthik Srinivasan on LinkedIn.
Karthik Srinivasan additionally shared these photographs with the put up.
His put up quickly prompted a dialogue on LinkedIn as individuals shared their opinions. It wasn’t lengthy earlier than Atul Mathur replied and thanked Srinivasan for his “insightful remark.”
Mathur wrote, “You could have accurately surmised that it is a legacy vector, and that it’s undoubtedly time to maneuver on from regressive beliefs. Recognising this, we began down the street to drive behavioural change externally.”
He additionally shared a hyperlink to an commercial from a sequence by the corporate known as ‘Ghar Sabka, Toh Kaam Bhi Sabhi Ka?’
He concluded his put up by writing, “On the similar time we additionally started to work internally on altering the model vector. I’m happy to tell you that you will notice the brand change a couple of months down the road.”
Atul Mathur’s reply, Head Of Advertising at 3M India (Scotch-Brite’s father or mother firm).
Each Srinivasan’s put up and Mathur’s reply acquired tons of appreciative feedback from individuals. Whereas some applauded Srinivasan for bringing forth the problem, others lauded Mathur for his immediate reply and likewise on the corporate’s stand.
“Fortunately stunned on the direct communication and pace of response. Social media utilized in the most efficient method!” wrote a LinkedIn person. “Respect for such a candid response Atul Mathur. It’s uncommon to see a pacesetter settle for opinions overtly!” expressed one other.