The company has also teamed up with celebrity choreographer Melvin Louis for the campaign.
Marking its entry into the non-alcoholic segment, which is showing a healthy growth with the popularity of convenient and on-the-go, beverages, DeVans Modern Breweries has unveiled Godfather Soda. The company has also teamed up with celebrity choreographer Melvin Louis for the campaign.
The company noted that the foray into this segment is more than just a product introduction, it reflects its intent to connect with the vibrant and expressive spirit of today’s youth. The campaign aims to own the vibrant youth culture with ‘The Legendary Hook Off Contest’ in collaboration with Melvin Louis, the official statement added.
“With Godfather Soda, we are unfolding a bold new chapter for DeVans Modern Breweries as we step into the non-alcoholic beverage space. The ‘Legendary Hook Off’ is not just a campaign, it is a statement of intent. Partnering with Melvin Louis brings this vision to life, and we are excited to redefine what the Godfather brand represents,” highlighted Prem Dewan, Chairman and Managing Director of DeVans Modern Breweries.
The company emphasised that the campaign extends beyond online, to on-ground activations, retail stores and social media extension through macro and micro influencers.
