The beverage major reimagines an iconic R. D. Burman track to relaunch its cult jeera drink with a high-decibel, nostalgia-driven marketing blitz
As India’s appetite for local flavours intensifies, Coca-Cola India has brought back its cult classic RimZim Jeera with a relaunch that embraces nostalgia while deliberately refusing subtlety. Anchored in the thought, “Jeere mein heera, Rimzim Jeera,” the campaign positions the drink not merely as a retro favourite but as an original ethnic beverage for a new generation.
The brand film reimagines an iconic track by legendary composer R. D. Burman, transforming the familiar refrain into a catchy “Jeeeeera” hook designed to function as a cultural earworm. Set across everyday scenarios, the film celebrates RimZim’s distinctive jeera-forward taste and the spontaneous reactions it evokes, turning a simple sip into a moment of shared delight.
Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia, described the intent as creating something playful yet rooted in the product’s unmistakable flavour profile. “The new spin on a popular R.D. Burman track creates an irresistible recall. Once you hear it, you can’t un-hear ‘jeeraaaa’. The idea is simple—Jeera mein heera…Rimzim Jeera,” he said.
Directed by Abhijit Sudhakar of ZigZag Films, the film adopts a high-energy treatment aimed at capturing both rhythm and refreshment. Sudhakar noted that the project was conceived as a collaborative effort between agency and client to elevate the drink’s cult status through sound and visual dynamism.
Creative agency Talented leaned into RimZim’s eccentric legacy. Tanima Kohli, Creative at Talented, said the team embraced the brand’s “madness” in a beverage market often marked by sameness. “From the music choice to the pace of editing, every decision was made to create a hypnotic film that leaves audiences singing nothing but Rimzim Jeeeeeeeera,” she added.
Widely regarded as one of India’s first ready-to-drink ethnic flavoured beverages, RimZim draws inspiration from jeera—a staple in Indian kitchens and street-food culture. The product is priced at Rs 10 for a 250ml pack, reinforcing its positioning as an accessible, everyday refreshment.
The relaunch will be supported by a comprehensive 360-degree marketing strategy spanning digital and social media platforms, influencer partnerships, outdoor advertising and strong in-store visibility. Through this multi-platform amplification, Coca-Cola India aims to reassert RimZim’s relevance across urban and semi-urban markets while tapping into the growing consumer shift towards local, flavour-led beverages.
With this comeback, the beverage giant is betting that India’s rediscovery of homegrown tastes—paired with a soundtrack that refuses to leave the mind—will once again make RimZim Jeera a staple in the country’s refreshment landscape.
