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DeVANS forays into non-alcoholic segment with Soda
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Monday, 07 July, 2025, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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DeVANS Modern Breweries Ltd., announced the launch of Godfather Soda teaming up with celebrity choreographer Melvin Louis. This marks the company’s entry into non-alcoholic segment which is showing a healthy growth with the popularity of convenient and on the go, beverages targeted towards the discerning youth.
The launch campaign aims to own the vibrant youth culture with ‘The Legendary Hook Off Contest’ in collaboration with Louis. The nationwide dance competition is meant to celebrate creativity, motion, and modern youth culture—placing Godfather Soda at the center of the party. The competition offers a thrilling opportunity to dance with Louis and get featured in the next Godfather video.
“Prem Dewan, chairman and managing director of DeVANS Modern Breweries Ltd., said, "With Godfather Soda, we’re unfolding a bold new chapter for DeVANS Modern Breweries Ltd. as we step into the non-alcoholic beverage space. This launch is more than just a product introduction—it reflects our intent to connect with the vibrant and expressive spirit of today’s youth. The 'Legendary Hook Off' is not just a campaign—it’s a statement of intent. By fusing music, dance, and individuality, we’re creating a cultural moment that celebrates the fearless energy of the new generation. Partnering with Melvin Louis brings this vision to life, and we’re excited to redefine what the Godfather brand represents.”
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