Telebrands President and CEO AJ Khubani has been elected to the National Direct Response Hall of Fame in recognition of a 30-year-plus career in the Direct Response Television (DRTV) marketing industry.
Response Magazine, which curates the Hall of Fame, cited Khubani and TeleBrands with bringing hundreds of “As Seen on TV” products to market, many among the most famous and best-selling the world has ever seen, including the PedEgg, Pocket Hose Ultra, Ankle Genie, Hurricane Spin Mop and Wow Cup, according to Telebrands. In 2013, Khubani launched TeleBrands Press and has sold more than 2.5 million copies, with the latest release Dump Cakes.
According to Telebrands, Khubani was the first DRTV marketer to open major retailers’ doors to DRTV products; a process he started in 1987 when he convinced a buyer at Herman’s Sporting Goods to carry AmberVision Glasses, which had been selling well on television. The company noted that an initial test of 200 turned into an order for 20,000. As a result of the retail placement and a need for consumer packaging, Khubani is said to have created the now-iconic, red “As Seen on TV” logo which adorned the boxes and has been used repeatedly since.
“This is a wonderful industry, composed of great people who are full of innovation, energy and drive to succeed. I am flattered that the Hall of Fame chose me for this honor. I am accepting it on behalf of my wonderful team at TeleBrands who has made our company so successful,” said Khubani.