New Delhi, Feb 20: As India rediscovers its love for local flavours, Coca-Cola India has reintroduced its cult classic Rimzim Jeera with a comeback that is anything but subtle. Led by the thought “Jeere mein heera, Rimzim Jeera,” the new campaign marks the brand’s bold return—not just as a nostalgic favourite, but as a proudly OG ethnic beverage for every generation.
Leaning into nostalgia with a playful twist, the campaign revives Rimzim Jeera’s retro charm and reimagines an iconic track by R. D. Burman, transforming the familiar hook into an unforgettable “Jeeeeera.” Set in everyday moments, the brand film celebrates Rimzim Jeera’s distinctive taste and the instant, unfiltered reactions it sparks—turning a single sip into smiles, conversations, and cravings that are hard to ignore.
Speaking on the relaunch, 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 R.D. 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.”
Abhijit Sudhakar, Director at ZigZag Films, added:
“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. It was collaborative in the truest sense, with both agency and client aligned on the treatment and collectively elevating the storytelling. It’s a high-energy celebration that we hope audiences enjoy as much as we enjoyed creating it.”
Tanima Kohli, Creative at Talented, said:
“Rimzim Jeera’s relaunch was quite literally a blast from the past. 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 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 flavour deeply embedded in Indian kitchens and street refreshment culture—the brand has long been celebrated for its distinctively refreshing taste. The product is available in a 250ml pack priced at INR 10, making it an accessible everyday indulgence for consumers.
The campaign will be amplified through a robust 360-degree rollout spanning digital and social platforms, influencer collaborations, outdoor visibility, and strong in-store presence—ensuring that Rimzim Jeera’s comeback is heard, seen, and sung across the country.