Ameen Sayani - Beyond radio, how his voice became a brand vehicle

Authored by Ganapathy Viswanathan, Independent Communication Consultant and Content Specialist.

One of the greatest voices in the Indian Advertising and Entertainment world, Ameen Sayani, passed away on 21^st February in Mumbai. He was a household name during the 60s, 70s and 80s, hosting the immensely popular Binaca Geet Mala, which later on became Cibaca Geet Mala – a radio property that was built by him and lasted for over three decades. The first ever music countdown show in India, Cibaca Geet Mala still remains the best and provides the framework for modern day music shows.

He had a very unique style of presentation and a memorable voice which drew the attention of millions of people, especially on Wednesday nights at 8 pm, when he began his program with “Bhaiyon aur Behno”. In those days, there was no Google calendar to keep a tab on a program. But loyal listeners never missed their date with Cibaca Geet Mala. The hour-long programme not only played the most popular songs of that time, but was also peppered with interesting bits of information and anecdotes by Sayani. He was able to create a close bond with his radio audiences with his narratives and distinctive voice, so much so that when one thought of radio Sayani’s name came first to mind.

His voice was so synonymous with radio that it became a brand in itself, and several advertising agencies and brands featured his voice in their radio campaigns. According to a published report, he has recorded over 19,000 jingles and has figured in the Limca Book of Records.

The Sayani family was deeply associated with the radio world. Sayani’s elder brother was a renowned radio announcer as well, who used to conduct the Bournvita Quiz contest. In fact, it was his brother Hamid, who introduced Ameenji to All India Radio, Bombay. Both the brothers collaborated on many radio programs before Hamid passed away in 1975. Ameenji was also associated with the Bournvita Quiz contest, when he had to take over from his brother Hamid Sayani after his sudden demise. He continued compering that program for some time before that program moved to television.

Ameen Sayani was one of the early pioneers of radio, when the medium was the most powerful media for brands to reach their consumers. Through his golden voice and his customised programs, he played an important role in revolutionising the Indian broadcasting industry and nurtured a very special bond with his listeners. He kept his listeners glued to his programs through his magical word play and his powerful voice, which was nice and pleasant.