When we come across the word ‘warm’ in our social media or news feeds, it inadvertently leads to stories of how the earth and oceans are getting warmer and how glaciers are melting because of a warm temperatures. Kashmir tourism however, is turning the word around by using it in their new tourism advertisement to talk of how Kashmir is the warmest place on earth. Figuratively and not environmentally.
The five minute long advertisement features a young couple, presumably on their honeymoon, touring with an old phiran wearing local, driving a red Omni van. In the video, we are taken across the valley through its picturesque mountains, pristine waterfalls and a foggy Dal lake. Kashmir’s reputation of being ‘heaven on earth’ is reverberated in every frame of the ad.
Kashmir is heavily reliant on tourism.Despite being India’s tourism crown, Kashmir had its reputation as a tourist spot marred due to insurgency leading to disruptions in regular life. Though tourists have been shielded from such violence, Kashmir’s reputation as well as its tourism industry have weaved the image of being unwelcoming.
As Kashmir experienced its worst disruptions in 2016 following Burhan Wani’s death, those involved in the tourism industry directly or indirectly have been hit with many hoteliers considering shut down as tourism in the state has trickled down.
The ad comes at a time when Kashmir’s tourism is in dire need for a makeover to appear tourist friendly. With a few encouraging tweets by Bollywood biggies like Alia Bhatt and Karan Johar, the advert is well on its way to becoming viral, resonating the fact that Indians love to flock to Kashmir for a vacation. It is, after all, India’s heaven on earth.
This short film truly captures the essence of Kashmir!!! The warmest place on earth! Please watch! ? https://t.co/6rvIkx8XmZ
— Alia Bhatt (@aliaa08) September 24, 2017
The beauty and warmth of Kashmir..... https://t.co/L42HWLlgoU— Karan Johar (@karanjohar) September 24, 2017