Devans launches Godfather Soda

DeVANS Modern Breweries Ltd. has entered the non-alcoholic beverage segment with the launch of Godfather Soda. The launch is accompanied by a nationwide dance campaign titled “The Legendary Hook Off Contest” in collaboration with celebrated choreographer Melvin Louis, targeting India’s vibrant and expressive youth culture.

The foray into the non-alcoholic category reflects the growing popularity of on-the-go beverages among health-conscious Gen-Z and millennials. Building on last year’s success of the Godfather anthem by rapper Nazz, the brand is continuing its pivot towards youth-driven branding with a stronger focus on music, dance, and digital engagement.

Speaking at the launch, Prem Dewan, Chairman and Managing Director of DeVANS Modern Breweries Ltd., said, “With Godfather Soda, we’re unfolding a bold new chapter for DeVANS. By fusing music, dance, and individuality, we’re creating a movement that connects with the fearless energy of today’s generation. Partnering with Melvin Louis brings this vision alive.”

The Legendary Hook Off competition invites participants aged 21 and above to submit their best “hook step” on Instagram, tagging @godfatherzone. Entries will be judged both online and offline, with standout performances featured on the social media channels of Godfather and Melvin Louis. Winners will get a chance to perform alongside Melvin in an upcoming Godfather video. Melvin’s dance studio will be transformed into the Godfather Legendary Zone, becoming a hub of energy, motion, and creativity throughout the campaign duration.

The campaign extends beyond digital platforms to on-ground activations at retail stores, leveraging macro and micro influencers to reach a wider youth audience.