Coca-Cola India has reintroduced its cult-favourite Rimzim Jeera through a bold campaign celebrating the beverage’s distinctive, homegrown identity. Centered on the tagline “Jeere mein heera, Rimzim Jeera,” the relaunch positions the drink as a proudly original ethnic refreshment for a new generation while evoking nostalgia among long-time fans.
The campaign film gives a playful twist to a classic R. D. Burman track, creatively replacing familiar lyrics with a catchy “Jeeeeera.” It showcases everyday moments where a sip of Rimzim Jeera sparks smiles, conversations and cravings, highlighting the drink’s signature jeera flavour and quirky personality.
Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia, said the campaign aims to craft a fun, playful narrative around Rimzim’s authentic taste. With over 70 years of legacy, the relaunch is designed to resonate emotionally and create a memorable “earworm” effect among consumers.
Directed by Abhijit Sudhakar of ZigZag Films, and supported by creative agency Talented, the film features a fast-paced, retro-inspired edit that keeps viewers engaged till the last frame.
Rimzim, one of India’s earliest ready-to-drink ethnic beverages inspired by jeera, draws on flavours rooted in Indian kitchens and street culture. The drink is available in a 250 ml pack priced at ₹10, emphasizing accessibility as an everyday refreshment.
The campaign will be executed through a 360-degree strategy, spanning digital, social media, influencer collaborations, outdoor advertising and in-store activations.