Shopno Jabe Bari: From collective return to fragmented belonging

I wrote the lyrics of "Shopno Jabe Bari" at a time when the idea of returning home for Eid felt universal—almost unquestionable.

The campaign, which resonated across class and geography and accumulated millions of organic engagements across platforms such as Facebook and YouTube, was not merely a brand story; it reflected a deeply held social truth.

The emotions it evoked went on to gather millions of views and shares, but more importantly, it resonated because it reflected a lived reality. People saw themselves in it.

Nearly two decades later, I observe that this truth is evolving.

Pandemic-curated emotional rhythms

Each year, millions depart cities like Dhaka for their ancestral homes during Eid-ul-Fitr, with estimates suggesting that over 10 million people leave the capital alone—one of the country's largest seasonal internal migrations. This movement has long been anchored in a strong familial centre, where parents and grandparents shaped an emotional obligation that made the journey home non-negotiable, regardless of inconvenience.

The disruption of Covid-19 did not diminish this emotional impulse, but it did begin to reconfigure how it is expressed. In the years that followed, Bangladesh witnessed a sharp rise in internet adoption, with connectivity expanding to more than half of all households. As a result, while the intent to return home endures, behaviour is increasingly mediated by digital ecosystems—where algorithms influence not only what we see, but how we travel, celebrate, and even interpret the meaning of "home".

A generation in motion

While post-pandemic years have seen a recovery in travel volumes, the motivations behind these journeys are steadily evolving. A growing number of urban residents—particularly late millennials and Gen Z—are choosing exploration over obligation, opting for leisure travel instead of the traditional return to ancestral homes. Destinations such as Cox's Bazar and Sajek Valley continue to see strong demand during Eid, signalling a shift in how this time is being valued.

At the same time, demographic transitions are reshaping the emotional fabric of Eid. As the older generation gradually recedes, so too does the central force that once anchored families to a singular place. For many, "home" is no longer a fixed destination—it is increasingly fluid, defined less by geography and more by chosen company and immediate circles.

Eid: between experience and performance

Parallel to these changes is the growing prominence of digital platforms in shaping how Eid is experienced and expressed. Social media spaces such as Instagram and TikTok are now central to the festive narrative, often showcasing carefully curated moments of celebration.

This has introduced a subtle shift: from lived experience to performed identity. Rural homesteads, once purely sites of familial reunion, are increasingly framed as aesthetic backdrops for digital storytelling. The symbolism of "return" persists, but its meaning is, at times, mediated through the lens of visibility.

The paradox of connection and display

Eid has also become an increasingly significant economic event. The country's festive retail market is estimated to exceed BDT 30,000 crore annually, with strong post-pandemic growth. Local fashion houses continue to dominate, accounting for a substantial share of clothing sales, while imported goods and premium categories—cosmetics, electronics, and accessories—are gaining traction among urban consumers.

Consumption, however, is no longer confined to preparation; it is also performative. Social media has amplified competitive display—of outfits, experiences, and lifestyles—transforming private celebration into a public spectacle.

The friction of travel

Despite improvements in infrastructure, the journey home remains fraught with challenges. Congestion on key routes from Dhaka, coupled with ticket shortages and fluctuating fares, continues to deter many potential travellers. For some, particularly younger professionals, the costs—both financial and logistical—are increasingly difficult to justify.

This raises an important question: when the journey becomes more burdensome than meaningful, does the tradition sustain itself?

Rethinking "home"

For brands like Grameenphone, the implication is clear: emotional resonance can no longer rely on a fixed idea of belonging. It must engage with a more fluid, and at times fragmented, social reality.

Eid today is not only about returning to where one comes from. It is about negotiating where one belongs. Perhaps that is the more honest reflection of contemporary Bangladesh: not the disappearance of the journey home, but its transformation into something less certain, more individual, and harder to capture in a single frame.

As the writer behind "Shopno Jabe Bari", I recognise that the story we once told—of an inevitable, collective return—was true for its time. Today, the challenge is different. The question is no longer whether we go home for Eid, but what "home" now means—and whether we are ready to tell that story with the same honesty.

Anika Mahzabin is a Brand and Accountability Strategist

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.