Coca-Cola India Revives Rimzim Jeera With Music-Led Nostalgia Campaign

Coca-Cola India has reintroduced its cult classic beverage Rimzim Jeera with a high-energy, music-driven campaign designed to tap into nostalgia while positioning the drink as a homegrown favourite for contemporary audiences.

Anchored by the tagline “Jeere mein heera, Rimzim Jeera,” the campaign blends retro recall with playful modernity, reviving an iconic R. D. Burman track, Duniya Mein Logo Ko…  and transforming its familiar hook into a catchy “Jeeeeera,” aimed at creating an earworm that lingers with listeners.

The brand film features everyday moments that spotlight the distinctive cumin-forward taste of Rimzim Jeera and the spontaneous, joyful reactions it elicits. The upbeat edit and soundtrack work in tandem to highlight the drink’s quirky personality and memorable flavour profile.

Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia, said the campaign was crafted to be fun and playful while rooted in Rimzim’s strong, homegrown taste, reinforcing its legacy that spans over 70 years.

Directed by Abhijit Sudhakar of ZigZag Films, the creative execution leaned into rhythm and energy with a collaborative approach between agency and client to elevate the beverage’s cult status through sound and visuals. Creative lead Tanima Kohli added that instinct guided decisions around music, editing and pacing to produce a hypnotic, memorable brand film.

Originally one of India’s first ethnic flavoured ready-to-drink beverages inspired by jeera, a flavour deeply embedded in Indian kitchens and street-food culture, Rimzim Jeera is available in a 250 ml pack priced at INR 10, underscoring its positioning as an accessible, everyday refreshment choice.

The campaign will be rolled out via a comprehensive 360° strategy across digital and social platforms, influencer partnerships, 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.