Fashion e-tailer Myntra, one of the most popular e-commerce platforms for over a decade, recently effected a minor design change in its logo that was found to be offensive. It all began after Naaz Ekta Patel, a social activist from Haryana, filed a complaint citing the 'M' logo was designed in a way denigrating women. Naaz narrates to Onmanorama how she managed to bring to the attention of the authorities the obscenity in the design and forced the company to change it.
“I have been using Myntra for quite some time but never noticed until some three years ago when I found two men giggling over this logo appearing on a large screen. It's only then I observed that something was not appropriate in the logo,” Naaz said and added that she then started asking people around her whether they also found something inappropriate about the logo. “The answer was in affirmation,” said Naaz, the founder-director of Avesta Foundation based in Mumbai.
Naaz's complaint took the social media by storm inviting both positive and negative reactions. Anyway, she took the dissenting comments in her stride. “People are entitled to their opinion the way I am to mine. Having said that, such brutal trolling has only made me stronger to fight for the causes I believe in."
However, she is overwhelmed by the response of her silent supporters. “I appreciate their kind words on email, SMS and calls,” said Naaz.
Myntra's initial response to after registering complaint was cold. “I had sent a legal notice to Myntra through my lawyer, Mr Rakesh Rathod. However, they never deemed it fit to reply,” said Naaz, “They approached the Cyber Crime Police, had a parley with them and agreed to my request to change at least the grey colour on the G spot of the M letter as I never had any problem with the M letter and there was no intention to cause a financial loss to the company.”
Naaz had demanded the e-commerce behemoth Flipkart, which had acquired Myntra in 2014, change the logo.
“I thank them for their positive response in respecting women's dignity,” Naaz said.
As regards other brand logos that show disrespect to women, she says, “objectification of women in advertisements and in cinema is nothing new. I think people should come forward and raise the alarm. People particularly in ad world and cinema should be sensitised so that old mindsets are changed.”
When the issue was first raised in social media, most of the people agreed that the logo was inappropriate. Naaz came to know that people had already discussed this subject on TV shows.
Regarding Avesta Foundation, Naaz pointed out that it “strives to adopt the destitute seniors who are very old and fragile and are abandoned by their loved ones in their twilight years or neglected by the society at large.”
The foundation provides them with shelter, food, medical and personal care and attention. It provides free food and medical assistance to 'lonely' senior citizens on a daily basis who cannot take care of themselves, she said.
“Our mission is to ensure that the seniors spend their second innings with comfort and dignity, free from all worldly worries and anxiety,” Naaz added.
The foundation has also rescued and rehabilitated numerous women who are victims of abuse and children living in extremely difficult conditions.