At Mahakumbh 2025, Britannia Good Day celebrated the shared human spirit through #AGoodDayAtMahaKumbh, an initiative that uncovers hundreds of smiles and untold stories within the world’s largest human gathering.
India, 27 February 2025: In the heart of India, where spirituality converges with humanity, Mahakumbh 2025, held once in 144 years, unfolded as a spectacle of devotion, tradition, and shared experiences. Amidst this vast congregation, Britannia Good Day and Schbang embarked on an unprecedented journey, to preserve and document.
Amidst the vastness lies millions of small yet powerful moments – gestures of kindness, quiet reflections, and stories of perseverance which make one smile fondly is within these fleeting yet meaningful interactions that Britannia Good Day found its inspiration, launching the ‘Make It A Good Day’ platform, with ‘Good Day at Maha Kumbh’ as its inaugural initiative.Through #AGoodDayAtMahaKumbh, the brand stepped into the role of a storyteller, capturing 144 real-life stories that reveal the simple yet profound moments of joy, resilience, and connection.
As Mahakumbh draws to a close, Britannia Good Day invites everyone to reminisce and relive these cherished moments through the launch of Make It A Good Day’ platform, preserving the smiles and stories for everyday inspiration.
The journey began with 12+ creators including photojournalists and photographers weaving through the sprawling festival, not looking for the spectacle but the subtleties, the stolen glances, the moments of kindness, the resilience behind every smile. Over weeks, their cameras bore witness to 144 intimate stories, each a testament to the human spirit, each a reflection of joy, perseverance, and connections.
Mahakumbh through the lens of Good Day: A Repertoire of Human Emotions
A Young Girl’s Resilience and a Cup of Tea
At a small tea stall amidst the bustling ghats, Good Day captured Shraddha’s smile, a 17-year-old from Madhya Pradesh who, after losing her father, took on the responsibility of helping her mother and sister run their family’s tea business. Between brewing chai and preparing for her 12th board exams, Shraddha finds solace in the Maha Kumbh’s sacred chants, taking holy dips whenever she can. But what truly lights up her face are the kind words of customers who appreciate the warmth she serves in every cup.
A Police Officer’s Smile Amidst Reunions
For Anamika, a police officer in the Lost & Found department, every day at Mahakumbh is a mission to reunite families. Her most unforgettable moment? Helping a panicked mother from West Bengal find her son, Phool Chand, in the vast sea of pilgrims. Overwhelmed with relief, the woman didn’t recognize him at first. “It’s my duty, but it never feels like just that,” Anamika shares, her smile reflecting the quiet fulfillment of bringing people back to their loved ones.
Anurag Sharma and his wife arrived at Mahakumbh with a promise to collect memories, not just destinations. Wearing a traditional lungi at his wife’s playful insistence, Anurag chuckles as they pose for a picture, their smiles reflecting a shared dream of traveling the world together after retirement. In the chaos of the festival, their love remains constant, their laughter echoing through the sacred grounds.
For Luca and Ana, Mahakumbh was more than just a pilgrimage; it was a journey of faith and understanding. Luca had long been drawn to Hinduism, returning to India time and again. Ana, initially an observer, slowly found herself immersed in its depth. Now, standing side by side at the festival, they smile—not just as travelers, but as two souls bound by something greater than themselves.
A Living Archive of Humanity
But the journey does not end here. To ensure these stories live beyond Mahakumbh, Britannia Good Day has launched a dedicated microsite, where visitors can immerse themselves in the full collection of photographs, behind-the-scenes footage, and attendee contributions. It is an evolving archive one that invites people to not just witness these moments but to become part of the larger narrative of joy and optimism.
Through this initiative, Britannia Good Day is capturing the present and creating a lasting archive of human connection. By preserving these moments, the campaign ensures that the smiles and shared experiences of Mahakumbh continue to inspire long after the event concludes. The initiative also encourages active participation, inviting people to become storytellers of their own experiences, making Mahakumbh a living, breathing celebration of togetherness.
To explore these stories and experience the campaign in full, visit the official microsite: http://www.makeitagoodday.in
Follow the journey and be a part of the celebration on Britannia Good Day”s Instagram: https://www.instagram.com/britanniagoodday_/?hl=en
Archana Balaraman, General Manager – Marketing, Britannia, expressed “Britannia Good Day is built with the belief that the happiness which lies in the little things—those small moments of joy, make every day a good day. At Mahakumbh, we sought to illuminate hundreds of such moments, brought to life through the human spirit, reflected in smiles, stories, and shared experiences. Together, they inspire us to rediscover joy in the simplicity of everyday moments.
Umma Saini, Chief Creative Officer, Schbang says “While there is the usual coverage of the Mahakumbh, we sought out to find the human stories panning out at a cultural gathering of this scale.To find the small and significant within the incorrigibly large is an exercise embodying life itself, as also the joyful spirit of Britannia Good Day. To document this monumental Maha Kumbh’s positive spirit for a generation, in an engaging, impactful way,was a bold exercise. Grateful to the Britannia team’s creativity, partnership and faith.”
Schbang, the creative and execution partner behind the campaign, has brought this vision to life, ensuring the storytelling remains authentic, immersive, and deeply human.
