India rediscovers its love for local flavours, Coca-Cola is bringing back its cult classic Rimzim Jeera with a comeback that’s anything but quiet. Led by the thought “Jeere mein heera, RimzimJeera,” the new campaign marks Rimzim’s bold return—not just as a nostalgic favourite, but as a proudly OGethnic beverage for every generation.Leaning into nostalgia with a playful twist, the campaign revives Rimzim Jeera’s retro charm and reimagines aniconic R.D. Burman track [Duniya Mein Logo Ko…], transforming the familiar “Biiraa..Taraa taraa taraa..” intoan unforgettable “Jeeeeera.” Set in everyday moments, the film celebrates Rimzim Jeera’s distinctive taste andthe instant, unfiltered reactions it sparks, turning a single sip into smiles, conversations and cravings that arehard to ignore.Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia said, “With alegacy that goes back over 70 years, Rimzim is back with a bang! The intent with this campaign was to createsomething 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 brand film’s Director, Abhijit Sudhakar, ZigZag Films, said, “Created by rhythm and spiced by Rimzim! Thisproject was all about capturing the infectious joy of a great beat and the OG drink. We had an absolute blaston this film, and it was collaborative in the truest sense of the word. Both agency and client were on board withthe treatment, and we collectively ideated to elevate the film. It’s a high-energy celebration that I hope theaudience 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 madnessand let instinct lead the way. From the choice of music to the edit and its pace, every decision was made tocreate a hypnotic film that keeps you hooked till the very last second and leaves you singing nothing butRimzim Jeeeeeeeera.”Rimzim is widely recognised as one of India’s first ethnic flavoured beverage in a ready-to-drink format.Inspired by jeera, a flavour deeply embedded in Indian kitchens andstreet-food and refreshment culture, thebrand has long been recognised for its refreshing taste. The product is available in a 250ml pack priced at INR10, making it an accessible everyday choice for consumers.
