MUMBAI: Holi is known for its riot of colours, but Simply Fresh, the flagship brand of BN Group, is adding a different shade to the festival kindness. In its latest campaign Bura Na Karo, the brand reinterprets the popular Holi phrase “Bura Na Mano Holi Hai”, encouraging people to celebrate without causing discomfort to others.

The heartwarming film follows two mischievous teenagers who attempt to scare little Jugnoo by warning him of an impending colour ambush. However, as the flames of Holika Dahan rise, so does their understanding of true celebration. The festival’s core message, the triumph of good over evil, sparks a change of heart, reminding them that Holi is best enjoyed with joy, not intimidation.

“The essence of Holika Dahan is about burning away negativity and embracing goodness. Through Bura Na Karo, we want to reinforce our philosophy of Rakho Iraade Fresh—fresh intentions for a better world,” said BN Group chief marketing officer Kiran Giradkar. "Just as we ensure our products remain fresh and pure, we believe in promoting fresh perspectives that foster kindness and inclusion."

The campaign is live across Instagram, Facebook, YouTube, and X, urging people to share their own #FreshIraade—pledges towards conscious, positive actions. With this initiative, Simply Fresh continues to weave cultural values into its brand philosophy, proving that some traditions are best celebrated with a fresh perspective.