The viral momentum crossed into British mainstream entertainment during the autumn of 2012. Nazir auditioned for the ninth series of The X Factor UK, performing his signature market jingle in front of celebrity judges Gary Barlow, Tulisa, Louis Walsh, and guest judge Nicole Scherzinger. While he did not progress deep into the competitive live rounds, the prime-time ITV broadcast exposed his infectious routine to an audience of over 8.5 million viewers in a single evening.
Recognizing the novelty potential ahead of the annual holiday retail rush, Warner Music signed Nazir to an expedited recording deal under its Atlantic Records imprint. The label paired Nazir with veteran dance-pop producers to re-engineer his market pitch into an energetic euro-dance club track. Accompanied by a big-budget music video featuring choreographed background dancers and glamorous styling, the official studio single was released in December 2012 as a direct contender for the prestigious UK Christmas Number One spot. The track peaked at number 28 on the UK Singles Chart, generating tens of millions of views across digital platforms and cementing Nazir’s identity as the nation's most recognizable novelty fishmonger.
