Sonu Nigam sings Vogue’s golden jingle

Thursday, 11 October 2018 00:00 - - {{hitsCtrl.values.hits}}

Sonu Nigam and Vogue Jewellers Managing Director Anura Hemachandra

The golden voice of Bollywood, Sonu Nigam visited Sri Lanka to sing Sri Lanka’s oldest running radio jingle which was produced for Vogue Jewellers.

The legendary icon of advertisements, first aired in 1962 has set a record by being aired for nearly 60 years since the first year of operations of Vogue.

Adding another dimension to this iconic jingle, Sonu Nigam, one of the most internationally-acclaimed Bollywood singers, has sung ‘Mangala mudu, mala, valalu…’ During his recent visit to Vogue Jewellers flagship showroom in Colpetty, local media representatives had the opportunity of meeting him.

Scripted by none other than Sri Lanka’s most sought after, legendary lyricist of all times – the late Karunaratne Abeysekera, the lyrics of this timeless classic stand appropriate to-date. The late maestro T.F. Latiff had done the music direction.

The distinctive tune of this iconic jingle in its own old charm has remained unchanged although veteran artistes have sung several versions over the decades. The vocalist of the original version was veteran singer, Rupa Indumathi, while the re-make created in late 1980s was sung by the queen of Sinhala music Kalashuri Latha Valpola.

Visharada Neela Wickramasinghe sang the latest version in early 2000s. However, with a view of reaching out to the young bridal market, recently Kavindya Adhikari and Nademal Perera sang an entirely different version to a different tune.

Late Vogue Jewellers Chairman Sarath Hemachandra pioneered several strategic moves. Back in the sixties, when the commercial hub was confined to Pettah and the Fort, he made a strategic move by setting up the Vogue head office in Colpetty in order to be in close proximity of the elite society who lived in Colombo 3, 4 and 7. Accordingly, Vogue was the first commercial entity that was set up in Colpetty.

Vogue was constantly seen in the national newspapers, advertising its trendsetting designs, featuring top models, celebrities and fashion icons of both local and overseas arenas. This Radio jingle was created during the days of Radio Ceylon – Asia’s first and the world’s second Radio station. Renowned Bollywood singer Sonu Nigam singing this jingle makes it the first Sri Lankan jingle to be sung by an international artiste.

To date, Vogue continues on its dazzling journey of leading the industry, setting standards, redefining the art of jewellery manufacturing and making Sri Lanka proud. The iconic designs created by Vogue have undoubtedly become trendsetters.

The Vogue showroom in Colpettty is the largest in the industry, displaying the widest collection of jewellery in Sri Lanka. The highest number of choices in bridal jewellery and the recognition of being the most trusted destination for 22 karat bridal jewellery make Vogue unmatched. Vogue prides itself of being Sri Lanka’s most awarded jeweller. Vogue is also the world’s first jewellery manufacturer to be ISO 9001:2015 certified.

Pix by Sameera Wijesinghe