Upendra-UB Export celebrate a decade long association

‘Yella ok. Cool drink yaake?’ resounded its mass appeal all over again, as UB Export – Karnataka's iconic beer brand celebrated more than a decade long association with Sandalwood superstar Upendra in a scintillating ceremony at the Taj Vivanta, on Wednesday (March 14).

Real star Upendra and Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Ltd, congratulated each other and kick started the celebrations with the ceremonious cake cutting, custom made with a picture of Upendra along with UB Export bottles.

Upendra has been associated with UB Export since 1999 and has been instrumental in driving the mass appeal of the brand with his iconic punch lines ‘Yella Ok. Cool drink yaake?’ as part of the ad campaign that still rules the minds of people of Karnataka even after a decade.

Commenting on the occasion Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Ltd said, “Upendra’s association with UB Export has proved to be a landmark not just in the history of the brand, but perhaps a benchmark for the alcobev industry per se. The iconic ‘Yaake?’ by Upendra in his trademark style has echoed for years and has been successful in capturing the imagination of the people and more importantly it has also enabled us to win several awards and laurels! It’s indeed a happy occasion for us.”

Commenting on his long standing association with the brand, Upendra added, “I have always been known for my punch dialogues in my movies and UB Export was successful in bringing out the quirky side of me in one of my most popular punch lines ever, 'Yella ok. Cool drink yaake??' It’s been nearly 10 years since the ad broke out but the fad of 'Yaake?' still seems to linger. Fans even now refer to it whenever I meet them on occasions. I am extremely grateful to UB Export for giving me this opportunity for the last 12 years and I hope to continue this association on a positive note as we step into the new decade!”