Coca-Cola India has relaunched Rimzim Jeera, bringing back one of India’s early ready-to-drink ethnic beverages with a fresh cultural spin. Originally introduced by Parle in the 1980s and later acquired by The Coca-Cola Company in 1993, the drink had faded out in the early 2000s as the company prioritized other brands. Now, it returns at a time when consumers are rediscovering regional flavors and nostalgic favorites.
The new campaign leans heavily into this sentiment. Built around the line “Jeere mein heera, Rimzim Jeera,” the film reimagines the classic track “Duniya Mein Logon Ko” by legendary composer R. D. Burman, cleverly replacing the hook with an elongated, catchy “Jeeeeera.” The result is a playful earworm designed to stick instantly.
Set against relatable, everyday consumption moments, the film highlights Rimzim’s bold cumin flavor while embracing its quirky personality. The brand positions itself as unapologetically desi in a beverage market often dominated by uniform cola messaging.
The relaunch also comes amid rising competition in the jeera-based drink category, where regional players have built strong followings among value-conscious and younger consumers. By pricing the 250 ml pack at ₹10 and deploying the campaign across digital, social, outdoor and retail touchpoints, Coca-Cola aims to widen accessibility and drive mass appeal.
With nostalgia, music and local flavor at its core, Rimzim Jeera’s comeback signals Coca-Cola’s intent to reclaim space in India’s growing ethnic beverage segment.
