Thirsty uncle transforms into dashing God in ad to re-launch Scotch-Brite in India

Homecare giant 3M has launched a campaign to re-introduce a brand of scrub pad in India that the company claims wields the cleaning power of stain cutters.

In a campaign created by Grey Bangalore for Scotch-Brite, a woman doing the washing up is paid a visit by passing elderly man who asks for a drink of water. Her generosity is duly rewarded.

Dheeraj Sinha, chief strategy officer of Grey South and Southeast Asia commented: “The focus of the communication is on the benefit of long lasting. This is possible because of 3M’s superior technology. But we are talking about a low-involvement category, hence the attempt is to deliver the message in an interesting way. We wanted to take the narrative out of the drudgery of the kitchen sink, where most of the current category communication resides.”


Company: 3M India
Agency: GREY Group, Bangalore
Executive Creative Director: Ram Jayaraman
Senior Creative Director: Mark Flory
Copywriter: Aina Mathew
Account Management:
Vice President & Business Head: Vishal Ahluwalia
AVP & Director Client Services: Amarendra Singh
Sr. Account Executive: Varun C
Account Planning:
AVP & Director Planning: Ajay Ravindran
Senior Planning Manager: Barsha Chakraborty
Films Team:
Sr. Vice President – Films: Samir Chadha
Director – Films: Sharad Shinde
Production House:Like Minded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Puneet Bhatia
Music: Sameeruddin
Lyricist: Swanand Kirkire
Singer: Hamsika Iyer
Client Team:
Country Business Leader, 3M Consumer Business Group: Sanjit Satapathy
Group Marketing Head, 3M Consumer Business Group: Siddhesh Borkar
Group Product Manager, 3M Homecare: Srinivasan MS


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