Bengaluru: Coca-Cola India has brought back its cult classic Rimzim Jeera with a bold new campaign that celebrates the brand’s distinctive jeera flavour and nostalgic legacy. Anchored in the thought “Jeere mein heera, Rimzim Jeera,” the comeback positions the beverage not just as a retro favourite but as a proudly OG ethnic drink for a new generation of consumers.
As India rediscovers its love for local flavours, Rimzim Jeera returns with a campaign that embraces its unapologetic personality. The brand film playfully reimagines an iconic track by R. D. Burman — Duniya Mein Logo Ko… — transforming the familiar “Biiraa..Taraa taraa taraa..” into a catchy “Jeeeeera.” Set against everyday moments, the film highlights the drink’s distinctive taste and the spontaneous reactions it evokes, turning a simple sip into smiles, conversations, and cravings.
Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia said, “With a legacy that goes back over 70 years, Rimzim is back with a bang! The intent with this campaign was to create something fun and playful, that’s fundamentally anchored in Rimzim’s homegrown strong jeera taste. The new spin on a popular RD Burman track, creates an irresistible ‘earworm’. Once you hear it, you can’t un-hear jeeraaaa!. The idea is simple. Jeera mein heera.. Rimzim Jeera”
The film has been directed by Abhijit Sudhakar of ZigZag Films, who emphasised the collaborative energy behind the project. “Created by rhythm and spiced by Rimzim! This project was all about capturing the infectious joy of a great beat and the OG drink. We had an absolute blast on this film, and it was collaborative in the truest sense of the word. Both agency and client were on board with the treatment, and we collectively ideated to elevate the film. It’s a high-energy celebration that I hope the audience enjoys watching as much as we enjoyed creating it.”
Tanima Kohli, Creative at Talented added, “Rimzim Jeera’s relaunch was quite literally a blast from the past. And that’s exactly how we approached it. In a beverage landscape full of sameness, we leaned into its madness and let instinct lead the way. From the choice of music to the edit and its pace, every decision was made to create a hypnotic film that keeps you hooked till the very last second and leaves you singing nothing but Rimzim Jeeeeeeeera.”
Rimzim is widely recognised as one of India’s first ethnic flavoured beverages in a ready-to-drink format. Inspired by jeera — a staple flavour deeply embedded in Indian kitchens and street-food culture — the drink has long been known for its refreshing, spiced profile. The product is available in a 250ml pack priced at INR 10, reinforcing its positioning as an accessible, everyday indulgence.
The campaign will roll out through a robust 360-degree amplification strategy spanning digital and social platforms, influencer collaborations, outdoor advertising, and strong in-store visibility, signalling Coca-Cola India’s intent to re-establish Rimzim Jeera as a distinctive choice in the evolving beverage landscape.
