New Delhi, 26 October 2026: Six Fields, the beer brand from DeVANS Modern Breweries, has unveiled its festive campaign with the launch of limited-edition deck of cards bringing a contemporary twist to the tradition of playing cards during Diwali celebrations. Inspired by the brand’s recent success at the World Beer Awards 2026, the campaign blends festive nostalgia with an interactive consumer engagement initiative, centred around specially curated, limited-edition playing card decks. Adding an exciting element of surprise, a special Golden Joker has been hidden in select decks, giving a lucky few the opportunity to unlock access to exclusive Six Fields experiences.
The campaign draws inspiration from Six Fields Brute’s Gold and Country Winner recognition in the International Lager category at the World Beer Awards 2026. Building on this achievement, the brand has developed a festive engagement concept around three interconnected elements – the Gold Standard of beer, represented by the international recognition; the limited-edition playing card deck; and the Golden Joker in select card decks, introducing an element of surprise and discovery.
Adding to the festive excitement is the thrill of discovering the Golden Joker. With the special card hidden in only select decks, not every consumer will find one, making it an exclusive surprise for a lucky few. Those who discover the Golden Joker will get access to Six Fields events, subject to applicable terms and conditions. By incorporating this element of anticipation and discovery into a familiar festive tradition, the campaign aims to spark curiosity, conversations and consumer engagement around the brand during Diwali.
Speaking about the initiative, Prem Dewan, Chairman and MD of DeVANS Modern Breweries, said, “Diwali is when families and friends sit down together, and a game of cards is at the heart of it. This year, we wanted to bring that tradition together with our win at the World Beer Awards. A great beer earns its place on the table, and a Golden Joker gives people one more reason to gather around it. We hope every deck sparks a bit of curiosity, and a few of them turn out to be very lucky.”
The campaign combines on-ground consumer engagement with digital amplification. Its offline activation will take place across participating outlets in Gurgaon and Chandigarh, where eligible consumers can receive a complimentary limited-edition Six Fields card deck with the purchase of two bottles, four cans, or four pints, subject to applicable terms and conditions and availability.
On digital platforms, the campaign will be amplified through collaborations with lifestyle and entertainment creators, who will bring the campaign narrative to their audiences through content celebrating the brand’s award recognition and introducing the festive card deck.
The digital engagement strategy also includes city-focused social media pages across key markets to build local awareness, alongside meme and entertainment pages that will add a light-hearted dimension to the Golden Joker concept. Through these varied content formats, Six Fields aims to extend the campaign’s visibility beyond the participating outlets and create conversations around its central festive theme.
With the limited edition deck of cards, Six Fields is translating its international recognition into a festive brand engagement initiative, combining a familiar cultural tradition with an element of surprise and a multi-platform communication approach.
About Devans Modern Breweries Limited
Devans Modern Breweries Ltd, founded by noted industrialist and liquor baron Dewan Gian Chand over 60 years ago, is the manufacturer of country’s finest matured malt spirits, most lauded GianChand Single Malt premium whisky, recently launched craft gin Gingalalahu and a wide bouquet of beer brands like Six Fields and the iconic Godfather. The journey commenced in 1961 with the setting up of company’s flagship 5-acre distillery unit at Jammu which has been supplying matured malt spirits in bulk to multiple liquor groups all over the Country. The company has over the years bagged several national and international awards, including Star Award for Quality in the Gold Category at the International Quality Convention, medals at the Brussels Beer Challenge etc. Its brands have further ranked top in every blind tasting competition in the Country.
