UB Export and Upendra celebrate a decade long association

Company Brief

Bangalore, March 14, 2012

'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.

Real star Upendra and Samar Singh Sheikhawat, senior vice president marketing at United Breweries 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!"

UB Export over the past few decades has been successful in earning a permanent place in the hearts of people of Karnataka with its unique positioning of 'Irreverent Fun', riding on the strong shoulders of Upendra as the Brand Ambassador. Ever since Upendra came on board in 1999, he has been influential in raising the profile of the brand to such an extent that some of the catchwords used in the advertising campaigns have entered the common lexicon of the people.

'Uppi', as Upendra's legion of fans lovingly call him, started it all with the big question 'Cool drink yaake' nearly a decade back, to drive home the attractive price point of the UB Export Lager brand. This multi media campaign set the brand apart from the rest of the brands in the state.

The 'Yaake' clarions shook the brand's competition and were left asking themselves the same question, as UB Export with its shrewd and compulsive marketing efforts, took over the market. The brand's association with Uppi is now synonymous, as Uppi delivers one blockbuster hit after another.

UB Export has kept pace with changing time by not only rejuvenating its packaging with a new 'Hosa' look but also launching a new product extension three years ago which now is a super successful brand – called 'UB Export Strong'. This strong beer extension has done wonders for the brand in recent years, selling tens of thousands of cases each month & growing at a phenomenal rate. But it still resonates the same essence which Uppi cried a decade back "Bere Yella Yake?" A masculine brand born with a fiery red draped label packaging, its taste is loved by million in Karnataka and hundreds more appreciate it as the big brother of UB Export brand with the ethos 'Ade taste, Sakkath dum, Bere Yella Yake".

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PR Pundit

Souvik Chakraborty

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E-mail: souvik.c@prpundit.com