Coca-Cola has reintroduced its Jeera masala soda brand, RimZim. The company is tapping into the emergent trend of consumers experimenting with flavours and formats.
The TV commercials use light hearted humor to emphasise the intriguing great taste of the beverage, thereby positioning ‘RimZim’ as the asli chatpata drink. The tagline ‘Atpata nahin, chatpata’ is in sync with the delightful combination of jeera and soda that gives the beverage a uniquely chatpata flavour.
Abhijit Datta, director- sparkling flavours, Coca-Cola India said, “We aim to reintroduce our brand RimZim and build consideration for its irresistible taste. While we find these ingredients everywhere from our own kitchens to our grandparents, they never fail to excite our palettes. It’s the dramatisation of this that the TV campaign aims to deliver, with its cheeky humour”.
The two films are a fun take on RimZim’s unique taste. One film opens on a cricket match in a stadium. Two friends – one is watching the match, while the other is busy drinking RimZim. On the pitch, as the bowler and his team appeal loudly for a wicket, the entire stadium is tense – waiting for the umpire’s decision. Finally, the umpire arrives at his decision, but in the most bizarre way possible! Watch the film here:
‘Dinosaur’, the second film, sees the return of the two friends, this time in a neighbourhood grocery store. One is making a purchase while the other is again lost in the taste of RimZim. Just then another guy walks in and asks the storekeeper for 'dinosaur eggs'. To add to the first friend’s astonishment, everyone around him seems to be treating this otherwise weird situation quite normally. He again turns to his friend, asking what he makes of it - “Isn’t this really atpata?” The friend, lost in the delicious Rim Zim taste, casually replies, “It’s not atpata. In fact, it’s chatpata!”
Amit Nandwani, executive creative director, Leo Burnett India, said, “RimZim is a bubbly, fun jeera drink with a refreshingly chatpata taste. To establish it as the real chatpata drink, we juxtaposed atpata (bizarre) life situations with the reaction of our protagonist who is lost in RimZim's chatpata taste. The entire campaign is funny and entertaining, and I am confident it will strongly resonate with the youth.”
Client: Coca-Cola India
Vice president, marketing: Vijay Parasuraman
Director – Flavours: Abhijit Datta
Senior brand manager: Aparna Bhawal
Associate brand manager: Shradheya Saurav
LEO BURNETT INDIA CREDITS
Creative Agency: Leo Burnett India
CEO, Leo Burnett South Asia and Publicis Communications India: Saurabh Varma
MD – India & Chief Strategy Officer, South Asia: Dheeraj Sinha
MD – India & Chief Creative Officer, South Asia: Rajdeepak Das