Following brief employment at a pound shop, Muhammad Shahid Nazir, a Pakistani immigrant to UK, originating from the town of Pattoki in Punjab,[1] who had settled in East London, began work on a fish stall at Queen's Market, Upton Park where his employer instructed him to use a trader's call to attract customers.

It featured Bollywood-style dancers and an appearance from former weather forecaster Michael Fish.

[citation needed] In 2012 it was rumoured that Nazir had been deported to Pakistan after his visa had expired, although this was not the case.

[3] The song has since been covered by many artists[4] including Alesha Dixon.

Mindless Behavior performed it live on the BBC Radio 1Xtra Breakfast Show, and Timbaland, Boy Better Know and the Kiffness[5] made remixes sampling from the song.