Branding Pahela Baishakh: Celebrating cultural diversity

Pahela Baishakh is the first day of Bangla New Year. Every year we celebrate it with great enthusiasms.  Everything looks cheerful and colorful with the colour of Pahela Baishakh.  Pahela Baishakh is indeed a significant occasion in the life of each and every Bengalee. To every Bengalee, young and old, rich and poor, it is a time of joviality to be celebrated with great enjoyment.  The most attracting event of Pahela Baishakh is 'Mongol Shovajatra' with a wish to sweep away all evils from society to have a happy new year.
The indigenous people of Bangladesh also celebrate Pahela Baishak by observing traditional social festivals; this is a part of our inheritance. Tourists gathering are more on this occasion than usual time.  The indigenous people of Rangamati, Bandarban and Khagrachhari Hill Tracts area celebrate the Pahela Baishakh in their own festive way. They call this traditional social festival as 'Biju-Sangrai-Baisuk-Bishu'. The Chakmas call it Biju, the Marmas Sangrai, the Tripuras Boisuk, and the Tangchangyas Bishu. The first day of the festival (Chaitra 29) is called 'Foor Biju' in Chakma language. The women of the hilly areas clean up the house and the courtyard getting up early in the morning. Both young and elderly people take bath in the river and offer prayers with flowers to the 'Jaldeb' (Water God).
Besides little boys and girls get up early in the morning and decorate houses collecting wild flowers. The hilly people offer prayers at the Buddhist temples. Different social organisations and clubs organise different traditional sports on the day. The main 'Biju' festival celebrates on the second day of the festival (Chaitra 30). The hilly people invite and entertain each other on that day. 'Gajjyapajjya Biju' celebrates on the third day of the festival (first day of Bengali New Year). The hilly people take rest on that day spending the whole day at home. Prayers are offered at the Buddhist temples and elderly people are invited and entertained on that day.
The hilly people believe that they will be able to pass the whole year in peace and prosperity if they can pass the day in happiness and joy. The 'Marma' community organises 'Panikhela' (water games) on that day. They welcome the New Year wiping out the grief and exhaustion of the by-gone year through the game.
Besides colourful celebration and enjoyment the Pahela Baishak also contributes to our economy. Before the celebration of Pahela Baishak people trend to buy new clothes for their loved ones and for themselves. Shopping malls and department stores launch promotional activities, such as discounts, weeks before the festival. Before Pahela Baishak retail sales are substantially higher than the monthly average for the year as a whole except the month of Eid-ul-Fitr. So Pahela Baishak is becoming an increasingly important event for retailers. The celebration of 'Halkhata' (opening of new books of account) is a common tradition of businessmen. Businessmen offer sweets to their customers and wish them a happy new year. This occasion creates the opportunity to collect the book debts which remained uncollected. Sending or receiving gifts is also a common practice to develop social connections for businesses during Pahela Baishak. Businesses exchange cards and e-cards.
Pahela Baishak is a chance for people to consolidate their social networks and strengthen their bonding. People extend their greetings and wishes for the Bangla New Year to each other by making calls and sending SMS or cards. As a result, the revenue of mobile phone operators increases on Pahela Baishak.
But we can earn more by branding Pahela Baishak as a colourful festival. If we are able to attract foreign tourists to come to our country to be part of Pahela Baishak celebration it will be a great source of revenue. It will also support to the development of our tourism industry. As a member of SAARC, Bangladesh can also initiates package tour to SAARC countries. People of our neighbouring countries can explore the beauty of our country by participating in Pahela Baishakh celebration and also by making tour to the tourism spots of our country. For development of our tourism industry and to get worldwide recognition of our rich cultural diversity, worldwide promotional campaigns have no alternative. Bangladesh Parjatan Corporation and Bangladesh Tourism Board should take special campaign to attract foreign and local tourists to participate in Pahela Baishak celebrations in Dhaka city as well as celebrations in the Hill Tracts areas. Our cultural diversity would create a brand value and give us recognition as a lead country of social celebrations.
The writer has completed Master of Business Administration (MBA) in Marketing from Dhaka University and works
in AB Bank Limited as a Principal Officer.
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