3M scouting for a creative partner

By Biprorshee Das , afaqs!, Mumbai | In Advertising | January 11, 2011
Grey handles the homecare and stationery brands of the company; word is that 3M is entering a new product segment.

Diversified technology company 3M is on the lookout for a creative partner. The creative pitch is underway in Bengaluru.

While no official word was available from the company, the word is that 3M may be entering a new product category.

The company already owns popular brands such as Scotch, Scotch Brite, Post-It, Scotchgard and Nexcare, among others.

Grey India handles the creative mandate for 3M's homecare and stationery brands - Scotch Brite and Post-It, respectively.

Recently, Grey created a television campaign for Scotch Brite. The 'Haathon Ki Badaulat' campaign by the agency was a light hearted take on the much popular television saga of 'Saas-Bahu', with the cleaning product, Scotch Brite, at the centre of it all.

For the record, 3M is an American multinational conglomerate which produces a range of products spanning diverse categories including adhesives, abrasives, laminates, passive fire protection, dental products, electronic materials, medical products, electronic circuits and optical films, among others. 3M operates in more than 60 countries worldwide.

In India, 3M was launched in 1988 as Birla 3M. The name of the company was changed to 3M India in 2002. With manufacturing facilities in Bengaluru, Ahmedabad, Pune and Pondicherry, 3M India's range of products serve markets such as industrial, consumer and office, transportation, electronics and communications, display and graphics and healthcare, among others.

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