DeVANS Modern Breweries Ltd. announces 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 Melvin Louis. The nationwide dance competition is meant to celebrate creativity, motion, and modern youth culture—placing Godfather Soda at the center of the party.
By introducing the Godfather anthem with Nazz last year, the brand pivoted towards a vibrant young imagery. The foot tapping rap song written and sung by Nazz along with energetic dance moves set the ball rolling for Godfather. Music & Dance has become the universal language of Gen-Z and millennials, merging self-expression with social currency.
Extending the campaign this year, the brand has collaborated with dance heart-throb Melvin Louis.
Melvin with a massive social media following and a distinctive flair is at the heart of this high-energy campaign. His studio will be transformed into the Godfather Legendary Zone, a place where dance and daring expression collide for the duration of the competition. Contestants from all around the nation will compete both online and on-site, submitting their finest “hook steps” in hopes of winning.
The competition offers a thrilling opportunity to dance with Melvin and get featured in the next Godfather video. Entrants should be at least 21 years old and can participate by posting their dance hooks on Instagram and tagging the brand handle @godfatherzone. The most outstanding entries will be highlighted on Godfather’s and Melvin Louis’s social media handles. The microsite for the campaigns holds all information about the contest as well.
“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.”
The campaign extends beyond online, to on-ground activations, retail stores and social media extension through macro and micro influencers. From dance studios to dance floors, from Instagram reels to store shelves—Godfather Soda is making a stir everywhere.
This is more than a contest, “The Legendary Hook Off” is a bold statement that Godfather Soda is the beverage of choice for India’s bold, young and energetic-at-heart youth.
