The Asian owner of an ice cream van has ditched traditional jingles for an iconic Hindi anthem - and says sales are booming.

Waseem Rafiq, 31, says he introduced the iconic Hindi song 'Mundian To Bach Ke' by Panjabi MC to his chime box to make his van "unique" from the other five in his area."

The ice cream man says "sales have boomed" at 'Waz's Whips' since he started playing the tune on his round but mostly when passing through predominantly Asian neighborhoods. "

His idea has been copied by other vans and has been heard on Britain's streets up and down the country - even as far as Ireland.

But Waseem revealed he has received some kickback from the "old grumpy traditional" sellers telling him he is "ruining the tradition" but he says most people "love" the idea."

Waseem said: "I still play the traditional chimes but I threw his one in there to mix things up and it has worked a treat."

"Kids love it - they chase the van and start dancing when I play the song - other people just find it assuming and smile when they see me driving past."

"Some old school people have told me I'm 'killing the tradition' but most people have shown a lot of love."

"But it has given me a unique identity as when I pass through a neighbourhood - up to seven different vans can pass through there in a day."

"Customers now know it is Waz coming down the road."

Waseem, from Sheffield, became an ice cream man last March alongside his brother Thowseeb, 24, when he bought the truck - a converted 2013 Ford Transit - for £35,000.

The ex-mechanic said he was "inspired" to join the business after seeing fellow ice cream man 'Mr T' on TikTok."

He said: "During the night shifts whilst at work I used to watch TikTok that's when I came across Mr T."

"I found his story really inspiring - I was also looking for a change - so after a family discussion I decided to buy a van."

Waseem spent a further £4,000 redesigning the truck which stickers, creating a menu, and restocking, before heading onto the road.

His "unique" menu sees him sell traditional treats like single and double cones with a flake, nickabocka glory's, but he also offers warm brownies, fresh fruit, and Asian sweet Gulab Jamun alongside ice cream."

It was when he planned to buy a chime box that he decided he wanted to freshen up his sound too.

Waseem said it was thanks to his friend that he came up with the idea for the iconic Hindi song to be added to his box.

He said: "I wasn't sure if it was possible so I posted about my idea on an ice cream van forum, which was when a fellow trader said he could give it a go."

"I sent him over the Panjabi MC song and a couple of days later he contacted me back with a video of a chime box with it playing - it sounded great."

"I started playing it on my rounds it has since become a hit - more and more people coming out to buy ice cream."

Now Waz's Whips has built up a following with people asking him over social media when he will be passing through their area.

He said: "The love has been great - people not only love the van they love the menu and portions."

"Customers are always telling me the ice cream is great and if anything the portions are too big."

"It is nice to see the same faces returning."