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Coca-Cola India revives Rimzim Jeera with high-energy nostalgia campaign
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Wednesday, 25 February, 2026, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Coca-Cola India has reintroduced its cult-favourite Rimzim Jeera with a bold new campaign that celebrates the brand’s distinctive, homegrown identity. Built around the catchy thought, “Jeere mein heera, Rimzim Jeera,” the relaunch positions the beverage as a proudly original (OG) ethnic drink for a new generation while tapping into strong nostalgia.
The brand film gives a playful spin to a classic track by R. D. Burman, reimagining the iconic “Duniya Mein Logo Ko…” with a quirky twist that replaces familiar lyrics with an infectious “Jeeeeera.” The film captures spontaneous, everyday moments where a sip of Rimzim Jeera sparks smiles, conversations and cravings, highlighting the drink’s bold jeera flavour and unmistakable personality.
Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia, said the campaign aims to create a fun and playful narrative anchored in the brand’s strong, authentic taste. With a legacy spanning over 70 years, Rimzim’s return is designed to strike an emotional chord while creating a memorable “earworm” that consumers can’t ignore.
Directed by Abhijit Sudhakar of ZigZag Films, the film blends rhythm and retro energy to deliver a high-impact visual experience. Creative agency Talented leaned into the brand’s eccentric charm, crafting a fast-paced edit that keeps audiences hooked till the last frame.
Recognised as one of India’s earliest ready-to-drink ethnic beverages inspired by jeera, Rimzim continues to draw from flavours deeply rooted in Indian kitchens and street culture. The drink is available in a 250 ml pack priced at ?10, reinforcing its positioning as an accessible, everyday refreshment.
The campaign will roll out through a 360-degree strategy across digital, social media, influencer collaborations, outdoor placements and in-store activations.
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