TNMG: The Next Marketing Guru

About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

Pepsodent

Posted on August 8, 2011 by Dr. Angshu

Launched in 1993 this brand is for ‘Aspiring’ as well as ‘Striving’ i.e. for both mid and mass segments. The brand stands for non-stop protection from germs even after hours of brushing. Two important marketing tactics by the brand to gain more customer confidence was to offer all its consumers the Germ Indicator in February-May 2002 and Dental Insurance in October the same year.

A very popular and effective series of Pepsodent ads show a child eating out without fear of being scolded by mother as he brushes regularly with Pepsodent where as there is the other child who… Continue reading

Pears: Aysi Pears Twacha, Aur Kahan

Posted on July 21, 2011 by Dr. Angshu

Launched in 1902 Pears is positioned as a ‘pure & gentle’ soap which is good for the skin. Please find below some vintage international pears ads.

These indicate the targeting of the brand to be children as well which goes rightly with its mild image. But contrasted to this in India the targeting of the soap was and is mainly limited to women especially middle aged mothers. Consequently in earlier Pears ads soft smooth skin of mother and her child were shown to get the message to… Continue reading

RIN – Bijli giri!

Posted on June 22, 2011 by Dr. Angshu

It is the HUL laundry brand for the ‘Aspiring’ or mid-segment. It was launched in India in 1969. This range provides the benefit of ‘dazzling white cloth’ and ‘at affordable price’. This theme has been propagated through ADs showing self-confident people wearing spotless clean clothes. Recently Rin was also engaged in event sponsorship in the form of sponsoring Kid Reality Show ‘Rin Mera Star Super Star’ in Star Plus.

Following ads of Rin shows that the ‘Whiteness’ remains its key focus:
1970s:

2000s:
Like some… Continue reading

How To Bend Physics To Make Sales – Part-II

Posted on May 6, 2011 by Dr. Angshu

Here you go for the 2nd installment of amazing 3D billboard ads…

To convince us Formula toothpaste ‘builds strong teeth’, the bottom corner of the poster was removed and fake ties stuck on the back to add to the illusion

The American Bloom supermarket used 3D cakes to advertise its Bloomberry muffins. Then the sign was swapped for one where a jumbo muffin had crushed the hire car below… Continue reading

Fundamental Marketing Terms & Concepts (part 1)

Posted on April 23, 2011 by Dr. Angshu

This is the first in the two video series. This video explains some fundamental Marketing Terms & Concepts… Continue reading

Indian advertising at its best

Posted on April 19, 2011 by Dr. Angshu

This awesome ad is an example of Indian advertising at its best. The theme of the ad is the death of the husband of a woman. In India a mark on forehead is a sign of a married woman. In the ad as the woman used permanent marker to make the mark on forehead, her husband came back alive even after death… Continue reading