Gujarat: Alembic advertisement, first and last that Lata Mangeshkar did in her lifetime

VADODARA: She was one of the most celebrated artists in the country for over seven decades. But Lata Mangeshkar never appeared in any advertisement in her entire career except one!
Lata didi, the singing diva, appeared in a commercial for a Gujarat-based pharmaceutical firm.
In the 1990s, she acted in a commercial for Glycodin cough syrup manufactured by Alembic Pharmaceutical Ltd based in Vadodara.The pharma giant had roped in Mangeshkar as it was a commercial related to soothing and clear voice.
“In her entire career, spanning over multiple decades, Lata Mangeshkar ji has rendered her melodious voice to one and only one advertisement, for Glycodin — our product,” said Malika Amin, Whole Time Director. Alembic Group.
“We at Alembic are immensely grateful for her contribution. She will remain alive in our memories due to her humbleness and through her works,” Amin added.
Even though Mangeshkar had never appeared in any commercial, the Alembic management decided to approach her through an advertisement agency, and not just managed to convince her to lend her voice in the commercial but also appear in it.
Shot by film director Govind Nihalani, the advertisement was created to celebrate 60 years of Lata didi, who was born in 1929, and Glycodin was launched in 1930.
The pharmaceutical firm has also made an artwork about Lata’s appearance in their commercial and kept it on display in its studio. Glycodin went on to become a popular cough syrup later.
Lata Mangeshkar had also performed at the Laxmi Vilas Palace grounds in 1975 and again in 2005 came to Vadodara when she was conferred honorary by M S University.