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    Amul dedicates sepia-toned, nostalgia-laced creative ad in Vani Jairam's memory

    Synopsis

    The late singer lent her voice to more than 10,000 songs in 19 languages.

    amul vani jairamAgencies
    Although best known for her soulful Kannada and Tamil tracks, Vani Jairam recorded songs in multiple Indian languages such as Telugu, Malayalam, Hindi, Marathi, Bengali, Odia, etc.
    Amul paid a heartfelt tribute to veteran playback singer Vani Jairam. The dairy giant dropped a black-and-white cartoon, depicting the playback legend playing the sitar, recording a song, and performing at a jalsa.

    The picture has the caption, “Her kavithai bloomed in every raagamRIP Vani Jayaram.”

    The picture was accompanied by the words, “Amul Topical: Tribute to the legendary playback singer of South Indian cinema.” The post quickly gained traction on the microblogging site and collected over 37K views and 808 likes and counting.
    In a flourishing musical career spanning over five decades, Jairam lent her mellifluous voice to over 10,000 songs. Although best known for her soulful Kannada and Tamil tracks, the versatile singer recorded songs in multiple Indian languages such as Telugu, Malayalam, Hindi, Marathi, Bengali, Odia, etc. She was a three-time recipient of National Film Awards for best female playback singer, as well as a Filmfare Lifetime Achievement Award. She was also recently rewarded with the Padma Bhushan, the third-highest civilian award.

    The 78-year-old was found dead at her Haddows Road flat in Chennai. The cause of her death is still under investigation, although reports suggest that she might have slipped and died from a fatal injury.

    Although Jairam found her calling in music, she initially worked in the banking sector. For some years, she was an employee at the State Bank of India. However, a career in music beckoned her, and she soon enrolled as a pupil under Ustad Abdul Rehman Khan of the Patiala Gharana. She was known to have thorough training in all forms of Hindustani classical music, such as Thumri, Ghazal, and Bhajan. Her greatest chartbusters include songs like ‘Or Idam Unnidam’, ‘Malarpol Sirippathu Pathinaaru’. Her repertoire consists of some impressive songs such as ‘Bole Re Pappihara’ (from the 1971 film ‘Guddi’), ‘More Saajan Souten Ghar’ from the movie ‘Pakeezah’ etc.
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