MTSU’s ‘Dr. Raj’ takes marketing skills to NBC’s ‘On Brand with Jimmy Fallon’

MURFREESBORO, Tenn. — Middle Tennessee State University professor Raj Srivastava, who teaches marketing in the Jennings A. Jones College of Business, debuted on national television Tuesday, Sept. 30, as a cast member in the first episode of NBC’s new competition show “On Brand with Jimmy Fallon.”

Srivastava, known as Dr. Raj with his students, captured the attention of the show’s producers through his viral TikTok videos, many of them based on his experience as an MTSU professor, which has garnered millions of views.

Middle Tennessee State University marketing professor Raj Srivastava, who teaches in the Jennings A. Jones College of Business, debuted on national television Tuesday, Sept. 30, 2025, as a cast member in the first episode of NBC’s new competition show “On Brand with Jimmy Fallon.” (Photo courtesy of NBC)

The first episode of NBC’s new competition show was all about Dunkin’, the iconic, New England-born quick service restaurant known for its sweet morning staples and tasty Munchkins.

After a brief introduction by Fallon, host of NBC’s “Tonight Show”, and Chief Marketing Officer Bozoma Saint John, the 10 new employees of the On Brand agency — aka the contestants — met up at a Dunkin’ location to receive their first assignment.

The task handed to Srivastava and his fellow contestants was about Dunkin’, and Srivastava pitched a play on the “America runs on Dunkin’” slogan.

After the pitches, Murphy and Nelson announced that they were most impressed by Ryan Winn, owner of his own Nashville agency, who pitched a “power pail” aimed at “doers” and blue-collar workers, and Bianca Fernandez, currently creative director of a skincare brand owned by actress Lili Reinhart, with her spy-themed “Breakfast Handl’d.”

Middle Tennessee State University marketing professor Raj Srivastava, who teaches in the Jennings A. Jones College of Business, is seen here presenting as a cast member in the first episode of NBC’s new competition show “On Brand with Jimmy Fallon,” which aired on Tuesday, Sept. 30, 2025. (Photo courtesy of NBC)

Contestants, including Srivastava, were divided into teams, tasked with impressing a long line of customers at a Dunkin’ store as proof of concept. At one counter, Srivastava, a member of Fernandez’s team, promoted “Breakfast Handl’d” with a custom Dunkin’ Magic 8 Ball and the tagline “Dunkin’ decides.”

While Nelson and Murphy were impressed by the work of both teams, they opted to go with Wynn’s “Power Pail,” saying customers were drawn to its relatability and cute packaging.

No one was sent home in the premiere. The question of who will go home is still up in the air — pun intended: the On Brand agency’s next client is Southwest Airlines.

Watch the second episode of On Brand at 7 p.m. Friday, Oct. 3, on NBC— the show streams on Saturday, Oct. 4, on Peacock.

Middle Tennessee State University marketing professor Raj Srivastava, who teaches in the Jennings A. Jones College of Business, is shown here with other castmates of NBC’s new competition show “On Brand with Jimmy Fallon,” which airs nationally and debuted on Tuesday, Sept. 30, 2025. (Photo courtesy of NBC)