Sonu Nigam Credits Jingle Work for Mastering Multiple Indian Languages

Veteran playback singer Sonu Nigam told New England News that his extensive work on advertising jingles played a crucial role in his ability to speak and sing in several Indian languages. He said that each jingle required him to quickly grasp pronunciation, diction and cultural nuances, which forced him to study the language in depth.

The singer recalled that early in his career he recorded jingles for brands across Hindi, Bengali, Tamil, Telugu and Marathi markets. By repeatedly delivering short, catchy tunes in these languages, he became comfortable with their phonetics and idioms, which later helped him transition to full-length film songs.

Nigam added that the linguistic flexibility gained from jingle work has broadened his repertoire, allowing him to collaborate with composers from different regions and appeal to a wider audience. He credited this experience as a foundation for his pan‑Indian popularity.