Social Panga Wins The Digital Mandate For DeVANS’ Beer And Gin Brands

Halftone paper cutout of a beer bottle and a botanical sprig on a saturated forest green background, for the Social Panga and DeVANS Modern Breweries mandate

Social Panga has won the digital mandate for DeVANS Modern Breweries, leading social media strategy and digital storytelling for two beer brands and a newly launched gin.

Agency: Social Panga
Client: DeVANS Modern Breweries Ltd., established in 1961 by Dewan Gian Chand in Jammu & Kashmir
Brands: Six Fields Beer, Godfather Beer and Gingalalahu, a new gin
Scope: content strategy, campaign development and always-on digital engagement

The Constraint Social Panga Is Working Inside

Indian regulation does not permit direct advertising of alcoholic drinks, which is why alco-bev marketing runs through music, glassware, soda, events and merchandise. Every brief in this category starts from what cannot be shown rather than what can.

Himanshu Arora, co-founder of Social Panga, described the win as a milestone and pointed to each brand carrying a distinct voice and audience. The practical version of that is three separate workarounds, because a legacy beer, a mass beer and a craft gin cannot borrow the same surrogate.

Two Beers That Cannot Share A Playbook

Godfather and Six Fields are both established names with what the company describes as strong consumer recall, and recall is exactly what makes them harder to move. An audience that already knows what a brand is will resist being told it is something else.

The mandate language talks about balancing that legacy against the energy of the new gin. Holding two registers at once inside one agency team is where this kind of multi-brand appointment usually strains.

The Gin Is The Real Brief

Gingalalahu is the brand with nothing to defend, and craft gin in India has grown on exactly the assets a digital shop can build: bar culture, bartenders, provenance stories and serve rituals. None of those require showing the product being drunk.

Monalisa Mandal, senior vice president of marketing at DeVANS, said the agency demonstrated a grasp of where digital culture is headed, and named all three brands as the basis of the mandate. On the gin, that judgement gets tested fastest, because there is no existing recall to fall back on.