Ameen Sayani's Binaca Geetmala: Legendary Radio Show and Brand Integration

On February 21, 2024, Ameen Sayani, the renowned radio personality known for his iconic greeting "Behnon aur bhaiyyon," passed away at the age of 91 due to a heart attack.

Among his most famous contributions was hosting the long-running radio show Binaca Geetmala, which aired for nearly 41 years, making it one of the longest-lasting programs in Indian radio history.

In 1951, Reckitt Benckiser introduced the oral hygiene brand Binaca, and two years later, the brand became the sponsor of a radio show on Radio Ceylon called Binaca Geetmala, with a young Ameen Sayani as its host. The show featured a weekly countdown of the top hit songs from Hindi cinema. During an era dominated by radio, Binaca Geetmala gained immense popularity, eagerly anticipated by audiences each week. This popularity also translated into a significant increase in Binaca Toothpaste sales, solidifying its position in the Indian market for over two decades.

After its run on Radio Ceylon from 1953 to 1988, Binaca Geetmala transitioned to the Vividh Bharati service of All India Radio in 1989, where it continued until 1994. For over four decades, the show captivated audiences nationwide until the advent of television.

The association of Binaca with a beloved entertainment program created a lasting impression, evoking nostalgia for the golden age of radio and the excitement of hearing favorite songs during the countdown. Binaca became synonymous with quality entertainment, deeply embedded in the memories of its audience.

Commenting on the successful integration of Binaca with the radio show, advertising expert Piyush Pandey remarked, "I was very young when it started, I used to listen to it at home on the radio. People eagerly awaited Ameen Sahab’s voice. His use of the word ‘Paidaan’ to introduce songs became iconic. Binaca's popularity grew alongside the show. At that time, Binaca was one of the two well-known toothpaste brands."

"Consistent integration with quality programming can greatly benefit a brand. Binaca's association with Ameen and Geetmala proved to be successful. Without Binaca's partnership with Ameen ji or Geetmala's association with Binaca, we wouldn't be discussing either the brand or the show," he emphasized.