DeVANS Enters Non-Alcoholic Market with Godfather Soda

DeVANS Modern Breweries Ltd has officially launched Godfather Soda, signaling its entry into the non-alcoholic beverage segment. The move aligns with growing demand for on-the-go beverages, especially among younger consumers. As part of the launch, the brand has partnered with celebrity choreographer Melvin Louis to lead a nationwide campaign aimed at Gen Z and millennial audiences.

Titled The Legendary Hook Off, the campaign features a dance contest inviting participants across India to showcase their best “hook steps.” The contest aims to position Godfather Soda as part of youth culture, blending dance, music, and digital engagement to connect with its target demographic.

This initiative builds on the momentum created last year when the brand introduced the Godfather Anthem in collaboration with rapper Nazz. The track, paired with high-energy choreography, marked a shift in the brand’s image towards a younger, more expressive audience. With Melvin Louis now at the center of the campaign, the contest offers participants a chance to be featured in an upcoming Godfather video and to perform alongside the choreographer.

Participants must be 21 years or older and can enter by posting their dance routines on Instagram using the hashtag and tagging the brand’s handle @godfatherzone. Selected entries will be featured on Godfather Soda’s and Melvin Louis’s official social media pages. All contest details are hosted on the campaign microsite.

Prem Dewan, Chairman and Managing Director of DeVANS Modern Breweries Ltd said, “Godfather Soda marks a bold new chapter for DeVANS as we step into the non-alcoholic beverage space. This launch 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.”

The campaign is being activated across retail stores, social media platforms, and through macro and micro influencer collaborations. Melvin Louis’s dance studio has been transformed into the “Godfather Legendary Zone,” a dedicated space where creativity and brand engagement intersect.

With this launch, DeVANS is positioning Godfather Soda as a key player in the growing non-alcoholic beverage space, targeting urban youth with a blend of digital strategy, influencer marketing, and cultural relevance.