Gouranga, or Gauranga, is said to originate in the Hare Krishna religious movement, whose founder, Shri Krishna Caitanya Mahaprabhu, was also called Gaura, or Gauranga. In popular culture it is accepted generally as a word meaning simply 'be happy', although the literal Sanskrit translation is 'light/golden-limbed'.
Stickers bearing the word Gouranga or stating "Call out Gouranga and be happy!" have been appearing on bridges over motorways and railways in Scotland and the North of England. It has also appeared on public buildings over recent years, and stickers and fridge magnets with the phrase have also been handed out by Hare Krishna monks at music festivals throughout the UK, such as Glastonbury and Download.