Coca-Cola’s RimZim taps into Indian love for chatpata with new campaign

The campaign has been conceptualised by Leo Burnett India

by exchange4media Staff
Published - Jun 29, 2018 11:44 AM Updated: Jun 29, 2018 11:44 AM

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, particularly the ones with familiar taste. RimZim, with its chatpata taste, aims to do just that at a time when ethnic flavours are representing themselves in unexpected new expressions, and are finding a big market in different pockets of the country.

The new TV commercials use light hearted humor to emphasize 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 combination of jeera and soda that gives the beverage a uniquely chatpata flavour.

Speaking about the new campaign, Abhijit Datta, Director- Sparkling Flavours, Coca-Cola India, said, “With this quirky campaign, 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 dramatization 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 and are sure to keep the audience amused for a long time to come. The first film ‘Cricket’ opens on a cricket match in a stadium. We see 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!

‘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. But, 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!”


https://www.youtube.com/watch?v=LqZEIoSqlT4

https://www.youtube.com/watch?v=3J7hRyXTPxY

Speaking about the latest campaign, Amit Nandwani, Executive Creative Director, Leo Burnett India, said: “Rim Zim 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.”


COCA-COLA INDIA CREDITS

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
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
MD – India & Chief Strategy Officer, South Asia: Dheeraj Sinha
MD – India & Chief Creative Officer, South Asia: Rajdeepak Das
Executive Creative Director: Amit Nandwani
Associate Executive Creative Director: Kaushik Datta
President – North: Samir Gangahar
Creative Team: Amit Nandwani, Kaushik Datta, Mukul Upadhyay, Pavneet Bhasin, Shreya Sarkar
Account Planning Team: Antony Raj Kumar, Pritish Mukherjee
Account Management Team: Gaurav Dudeja, Dipendra Rai, Kkanchan Mittal

PRODUCTION HOUSE CREDITS

Production House: Early Man Films
Director: Abhinav Pratiman
Producer: Amarjeet Phukan

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