When Britannia set out to mark Onam in Dubai, the brand chose to bring the festival’s most cherished figure to life. With its “Good Day with Mahabali” activation, Good Day biscuits transformed the legend of King Mahabali into a living presence on the city’s streets who interacted and shared the biscuits with passers-by for a good day.
Onam celebrations in the UAE have grown from being a community festival into a multicultural event that resonates widely. Britannia Good Day tapped into this context with a simple but powerful idea: make Mahabali real and spread smiles through biscuits. The aim was to turn everyday encounters into memorable moments while reinforcing the brand’s promise of joy.
As Tejasvi Prakash, Senior Brand Manager, International Business, Britannia Industries Limited, said: “At Good Day, our purpose has always been to make every day a little brighter by spreading smiles. In the UAE, Onam is no longer just a community festival – it’s woven into the multicultural fabric of the nation. That’s why we chose King Mahabali, the spirit of Onam, to step out and surprise people. It’s our way of turning ordinary moments into something memorable, while celebrating a festival that brings people together in joy. This campaign reflects what Good Day stands for – making smiles a part of life’s everyday mix.”
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For four days, a costumed Mahabali toured Dubai, visiting six locations across the city. The character interacted with more than 5,000 people – families, friends and passersby – offering blessings, greetings and packs of Good Day biscuits.
The activation was supported by a teaser-led social campaign. Four playful videos featuring a variety of nationalities asking, “Is King Mahabali really here?” before inviting audiences to join a “Spot Mahabali” contest, with prizes including gold coins and festive goodies. Daily highlight reels captured the action on the ground and extended the buzz across platforms.
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Tahmeena Shaikh, Associate Brand Director at Amber Communications, said: “Onam is a big festival for the Malayalee community in Dubai. But we wanted this festive cheer to run across ethnicities and bring a smile to all faces. After all, a Good Day is for everyone!”
The activation reached thousands in person, while the social push amplified the experience beyond physical spaces. Media coverage across online media platforms such as Tidding, Gulf Buzz, Mashable, Curly Tales and Malayalam Manorama further broadened its visibility. The campaign positioned Britannia Good Day at the heart of Onam celebrations.
Credits
Creative: Amber Communications
Director – Servicing: Nicholas Sequeira
ECD: Leslie Paul
Writer: Neha Sathe
Associate Director Servicing: Tahmeena Shaikh
Social Media Lead: Rosan Reodica
Production House: And Cut Films
Director/DP: Drona Antony
Assistant Director: Sharon Thomas
Client: Britannia Industries Limited
Senior Brand Manager: Tejasvi Prakash
Assistant Brand Manager: Afshana Khaisar
