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Thaggu Ke Laddu & Badnaam Kulfi- Marketing Ninjas


There’s a Story behind every unique activity done and mostly a successful marketing gimmick behind every famous and growing organization or retail outlet which works independently. Mattha Pandey alias Ramavtar is one such Marketing genius who came up with very interesting and negative tag line to his sweets which became extremely famous and made his shop or retail outlets name etched in customers.

“Thaggu Ke Laddu” is the name given to one of the most famous sweets retail outlet in Kanpur with a catchy tagline “Aisa koi saga nahi, jisko humne thagga nahi”. Such taglines are one of those which keeps you thinking why such?, why such a tagline?, what might have entered the mind of such a brilliant marketeer to come up with such a fantastic idea .The reason will take you back in past, 75years back into one of the speeches of Mahatma Gandhi, when he said sugar to be “The White Poison” and Ramavtar did listen and was in dilemma as he was thinking to establish a sweet shop. Ramavtar thought how I can make laddus without sugar as sugar is said to be “the white poison” and I can’t sell something which is made up of such thing and thus he found himself to be a thagg which resulted in the name “Thaggu Ke Laddu”

“Badnaam Kulfi” is the name given to a special type of Kulfi which has Rabri like texture and is one the most famous in Kanpur. Its tagline is “Mehmaan Ko Chakhana nahi,tik Jayega”,which means “Don’t allow guests to taste it or they might make up their mind of staying more at your residence”. Again Negative promotion but true though is a great way to understand two of branding concepts i.e. 

1) Brand Recall
2) Differentiated Product
3) Brand Recognition

Brand Recall is through great catchy line like “Aisa Koi saga Nahi jisko humne thagga nahi” and “Mehmaan Ko Chakhana nahi,tik Jayega”,whenever one listens to such a line they will automatically remember about “Thaggu Ke Laddu” and might also result in Word-Of-Mouth which is the best marketing technique to drive customers.The quality of product is unique which makes the product differentiated and assists the recall of brand.

A special tagline and a special name to product embedded on the cover of the case in which laddus are sold, make the product more attractive and very unique, which can be recognized by any customer who has ever tasted the laddus of Thaggu. One of the USP of Thaggu Ke Laddu is that they make the laddus with pure “Desi Ghee” again an ingredient which is considered to be extremely healthy and safe for family and a great sweet to gift relatives.

 There are many stories in real life about real marketeers with no MBA degree.

 Read about Moongfalli Sellers - 4 P's of Marketing and how he masters it.
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