On 21 February 2024, the Radio legend and the voice behind the nostalgic salutation "Behnon aur bhaiyyon" Ameen Sayani passed away at the age of 91, due to a heart attack.

One of the most popular radio shows that Ameen Sayani used to host was Binaca Geetmaala, which was broadcast for almost 41 years, making it one of the longest-running radio shows in the history of Indian Radio.

Following its broadcast on Radio Ceylon from 1953 to 1988, Ameen's show transitioned to the Vividh Bharati service of All India Radio in 1989, where it remained until 1994. For over four decades, the show was loved by people nationwide until the beginning of the TV era. 

The toothpaste brand became synonymous with a memorable entertainment show, evoking nostalgia for the golden age of radio and the anticipation of hearing one's favourite songs during the countdown. Binaca became a household name, deeply ingrained in the collective memory of the audience.

Speaking on the great integration of Binaca in a radio show, e4m reached out to ad maestro Piyush Pandey, who said, “I was very young when it started, I used to listen to it in my house on the radio. People used to look forward to Ameen Sahab’s voice. He used the word ‘Paidaan’ meaning steps to reveal the song. I don’t remember the numbers but Binaca grew with the show. At that time people only knew two toothpaste brands one of which was Binaca.”

“If one does integration continuously, it does work out for the brand. Building continuously with good programming helps in brand affinity and brand awareness. For Binaca with Ameen, it did work out. If Binaca wouldn't have Ameen ji and Geetmala wouldn't have Binaca, we wouldn't be talking about the brand or the show.", he pointed out.