Coca-Cola India officially announced the major relaunch of its “cult classic” cumin-flavored soda, Rimzim Jeera.
Originally a Parle brand from the 1980s that Coca-Cola acquired in 1993, the drink was largely sidelined in the early 2000s. Its return is a direct response to the massive success of regional “jeera” players like Lahori Zeera and Reliance’s Campa Jeera.
The Relaunch: “Jeere Mein Heera”
The comeback is centered around a high-energy, nostalgia-driven campaign designed by the agency Talented.
- The Anthem: The campaign features a reimagined version of R.D. Burman’s iconic track “Duniya Mein Logo Ko,” where the familiar “Biiraa.. Taraa taraa taraa..” refrain is replaced with a stylized and hypnotic “Jeeeeera.”
- Target Audience: While leveraging its legacy, the brand is positioning itself as a “proudly OG ethnic beverage” for Gen Z, moving away from its old, more functional image.
- The “Earworm” Strategy: The brand film (directed by Abhijit Sudhakar) uses quick-cut visuals and rhythmic sound design to position the drink as an “unapologetically bold” refreshment choice.
Pricing & Availability
Coca-Cola is playing a high-volume, low-margin game to capture the value segment of the Indian market.
| Metric | Details |
| Launch Price | ₹10 (Introductory mass-market price) |
| Pack Size | 250ml PET bottle (also available in a 150ml pack) |
| Distribution | 360-degree rollout across digital, social media, and over 5 million retail outlets. |
| E-commerce | Available on quick-commerce platforms like Blinkit, Zepto, and BigBasket. |
Competitive Landscape: The “Jeera Wars”
The relaunch comes at a time when the ethnic sparkling beverage category in India is exploding. Rimzim will now face off against several entrenched rivals:
- Lahori Zeera: The current market leader in the value-jeera segment.
- Campa Jeera: Reliance Consumer’s budget offering.
- Bindu Fizz: A dominant player in South India.
- Hajmola Zeera: Dabur’s entry into the fizzy digestive space.
“With a legacy that goes back over 70 years, Rimzim is back with a bang! The idea is simple: Jeere mein heera, Rimzim Jeera.” — Sobhanjeet Rath, Senior Director, Coca-Cola India.
