Dairy giant Amul dedicated its new creative to Bollywood's ‘Disco King’ - Bappi Lahiri.

In its tribute, the company called the music icon a 'legendary Indian singer-composer'.

The monochromatic topical shows two versions of Bappi Da, fondly called by his fans and friends. Sporting his signature style, Lahiri could be seen wearing his sunglasses, gold jewellery and fashionable clothes while singing and playing the piano.

The tagline on the creative read, "Chalte chalte mere yeh geet yaad rakhna..." The popular song from the 1976 film 'Chalte Chalte' was composed by Lahiri and singer Kishore Kumar gave his voice to it.

#Amul Topical: Tribute to ‘disco king’ and legendary Indian singer/composer... https://t.co/2k12BlnX1J
— Amul.coop (@Amul_Coop) 1645021162000

The post was retweeted 336 times and liked by 3,500 people on Twitter. On LinkedIn, the post was like more than 5,400 people.

This month, the company paid a tribute to legendary singer Lata Mangeshkar and industrialist Rahul Bajaj after their demise.

To honour Mangeshkar, the tagline read, 'Hum jahan jahan chalengye apka saaya sath hoga' - in reference to her memorable song 'Tu jahan jahan chlega mera saya sath hoga' from 1966 cult classic 'Mera Saaya'.

#Amul Topical: Tribute to the ‘Nightingale of India’! https://t.co/Uc6OZSr0gR
— Amul.coop (@Amul_Coop) 1644157103000

For Bajaj's tribute, the Amul girl was seen riding 'Hamara Bajaj' with the late business leader.

#Amul Topical: Tribute to one of India’s most dynamic and respected industrialists... https://t.co/9jZiZPmp6O
— Amul.coop (@Amul_Coop) 1644732881000

The brand is known for its witty, cheeky, but mostly heartwarming and happy topical ads.

Recently, it also joined people's craze for shows like 'Shark Tank India' and 'Rocket Boys'. Their creativity brought cheer to many fans.

#Amul Topical: Popular Indian business reality television series, Shark Tank! https://t.co/V7cCTN4vg1
— Amul.coop (@Amul_Coop) 1644505591000

#Amul Topical: Popular web series, Rocket Boys on the lives and friendship of Dr Bhabha and Dr Sarabhai! https://t.co/JLjDJji9FW
— Amul.coop (@Amul_Coop) 1644911274000

The popular business reality TV series showed BharatPe founder Ashneer and Sugar Cosmetic Founder and CEO Vineeta Singh discussing an entrepreneur's business pitch.

The creative for the popular web series on the lives and friendship of Dr Bhabha and Dr Sarabhai showed the duo enjoying bread and Amul butter during one of their discussions.

Bappi Lahiri: Bollywood’s Disco Legend, King of Bling & A Musical Genius

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Spring Sonata

India bid farewell to one of its most iconic singers of the 1970s, 1980s and early 1990s - Bappi Lahiri.

The late singer-composer made millions shake a leg to his peppy numbers through the decades.

Here's a look at his life filled with music and lyrics.

A Musical Start

Music was always in Alokesh Lahiri's genes. His parents, Aparesh and Bansuri Lahiri, were Bengali singers, and iconic singer Kishore Kumar was his maternal uncle.

Lahiri's parents began his training early in life when he was just 3. Later, he became famous as a singer, music composer and record producer.

He transformed music in India and introduced disco-style songs by adding youthful beats and international sounds with orchestration.

My Grandpa Strongest!

Bappi Lahiri loved spending quality time with his grandchildren. From sharing similar musical interests to playing songs, as a grandpa he cherished the time spent with his grandsons, Krishh and Swastik. .

The singer's son Bappa Lahiri has a son - Krishh - with wife Tanisha Varma, while his daughter Rema Lahiri has a son - Swastik Bansal - with her husband Govind Bansal.

Just like his grandpa, Swastik has a unique style of his own when it comes to dressing and playing music. He even sang the track for 'Bachcha Party', which featured Lahiri as well.

The King Of Bling

Bappi Lahiri’s electronic-disco music wasn't his only identity. He was known for his iconic signature style.

Long before rappers and hip-hop singers wore chains and baggy clothes, our very own Bappi Da as he was affectionately called made it his style statement. He always sported dark shades, layers of gold chains and jewellery and shiny velvet jackets with gold embellishments.

Forever young at heart, his style continued to stay relevant with today's millennial generation.

Politically Correct

Years after making a name in the entertainment industry, Bappi Da decided to try his hand at politics.

The late singer had joined the Bharatiya Janata Party (BJP) to contest the 2014 Lok Sabha election when Rajnath Singh was the party president. He was BJP's candidate from Sreerampur constituency in 2014. He stood against All India Trinamool Congress's Kalyan Banerjee and lost.

Amul honours ‘Disco King’ Bappi Lahiri with a special creative

The dairy brand called the late music icon a 'legendary Indian singer-composer'.

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