Coca-Cola India has revived one of its most iconic homegrown beverages, Rimzim Jeera, with a high-energy campaign that embraces nostalgia while speaking to a new generation. Announced in Bengaluru on 20 February 2026, the relaunch positions Rimzim not just as a cult classic, but as a proudly original Indian drink with timeless appeal.
Built around the playful line “Jeere mein heera, Rimzim Jeera,” the campaign celebrates the brand’s unmistakable jeera flavour. The comeback is anything but subtle. It leans into the drink’s bold taste and retro identity while giving it a contemporary twist designed to capture attention across platforms.
At the heart of the campaign is a vibrant brand film that reimagines the iconic R.D. Burman track “Duniya Mein Logo Ko.” The familiar hook is cleverly transformed into a catchy “Jeeeeera,” creating an earworm that lingers long after the film ends. Set in relatable, everyday situations, the film captures spontaneous reactions to the drink’s distinctive taste, turning a simple sip into a moment of joy, surprise and craving.
Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia, said the aim was to create something playful yet rooted in Rimzim’s strong, homegrown jeera identity. With a legacy of over 70 years, the brand returns with renewed confidence while staying true to its flavour heritage.
The campaign has been directed by Abhijit Sudhakar of ZigZag Films, who described the project as a high-energy celebration driven by rhythm and collaboration. The creative team at Talented, led by Tanima Kohli, approached the relaunch as a bold blast from the past. In a beverage market often filled with similar offerings, the brand chose to amplify Rimzim’s eccentric charm and distinctive personality.
Rimzim holds a special place in India’s beverage history as one of the country’s earliest ethnic flavoured ready-to-drink products. Inspired by jeera, a staple in Indian kitchens and street food culture, the drink has long been recognised for its refreshing, spiced taste.
Priced at INR 10 for a 250 ml pack, Rimzim Jeera remains accessible for everyday consumption. The campaign will roll out through a 360-degree strategy including digital platforms, social media, influencer partnerships, outdoor visibility and strong in-store presence, ensuring that Rimzim’s return is seen, heard and tasted across India.
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