Mumbai: Simply Fresh, the flagship edible oil brand of BN Group, has launched an evocative campaign, #NewYearOldResolutions, encouraging individuals to revisit and fulfill past resolutions before embracing new ones. This thoughtful initiative offers a fresh perspective on the traditional practice of setting New Year resolutions, promoting meaningful commitments over fleeting promises.
At the heart of the campaign is a poignant video featuring a brother-sister duo. The younger brother, curious about New Year resolutions, innocently asks his elder sister what they mean. Her explanation—that resolutions are promises adults make annually but seldom keep—elicits the child’s thought-provoking response: “If we aren’t going to complete these promises, why make them in the first place?” This simple yet profound question drives the campaign’s emotional core.
Kiran Giradkar, Chief Marketing Officer of BN Group, shared insights into the brand’s approach:
“Our focus has been to create meaningful content that resonates with society and not to push product benefits. Simply Fresh relentlessly pursues to bring a ‘fresh perspective’ in storytelling. With this campaign #NewYearOldResolutions, Simply Fresh aims to inspire people to revisit their past promises and turn them into realities. It’s about meaningful progress rather than empty promises.”
The campaign embodies Simply Fresh’s ethos of staying fresh—not just in its products but also in its philosophy, actions, and storytelling. By urging individuals to prioritize accountability and purpose, the campaign aligns with the brand’s vision of fostering genuine progress and self-improvement.
#NewYearOldResolutions has been rolled out across digital platforms, including Simply Fresh’s social media channels, sparking engagement and conversation among audiences. With its relatable message and emotionally resonant storytelling, Simply Fresh invites everyone to make a fresh start by fulfilling past commitments as they step into the New Year.
