India, 09th May 2025: In a world where the meaning of family is evolving every day, BN Group’s flagship brand, Simply Fresh’s latest campaign, #MakiKamiPooriKi, offers a poignant and powerful message this Mother’s Day. The campaign honours not just mothers, but also those who play the role of a mother — even when life takes unexpected turns.
Running from 8th May to 11th May 2025, the campaign tells the emotional story of a young girl who’s asked by her teacher to bring her mother to school — or not come at all. The next day, she walks in with her father. When questioned, she quietly explains that her mother is in heaven and that her father is her everything — her ‘complete mom.’ Her words stop the room, bringing home the campaign’s central idea: when intent is pure and love is complete, roles don’t matter. At the heart of the campaign is Simply Fresh’s evolving brand promise: #RakhoIradeFresh — a call to action to stay strong, nurturing, and pure in spirit, no matter what life demands of us.
“With #MakiKamiPooriKi, we wanted to challenge the traditional lens through which we view Mother’s Day. It’s easy to assume that caregiving comes with fixed roles — but life often rewrites the script. This campaign is our tribute to all those who step into roles they were never prepared for, yet do it with unmatched grace and love. Whether it’s a single father raising a child with tenderness or a grandparent becoming the anchor — we believe intent is what defines a parent, not just a title. At Simply Fresh, #RakhoIradeFresh is more than a tagline — it’s a reminder to keep our intentions pure and our hearts open. Because fresh intentions lead to deeper connections,” said Kiran Giridhar, Chief Marketing Officer, BN Group.
The #RakhoIraadeFresh campaign, which started last year, celebrates the power of fresh ideas and actions that drive real progress. The idea is to showcase stories and narratives that inspire us all to challenge the status quo and make a meaningful impact. The film will be promoted across digital platforms, key OTT pre-rolls, and shared widely through influencer collaborations to spark conversation around unconventional caregivers and love that completes.