In a bid to attract more tourists and counter the negative portrayal of Kashmir by the media, the Jammu and Kashmir Tourism Department released a short film titled “The Warmest Place on Earth.” The five-minute-long film, released by Chief Minister Mehbooba Mufti on September 23, has drawn more than two million views on the official Facebook page of the state’s tourism department alone in less than 48 hours.
The video has already been viewed by over 52,000 people on YouTube, and has also been shared widely on Twitter and Instagram.
In her first ever tweet, Ms. Mufti shared the video depicting the essence of Kashmir. She also said that “hospitality and warmth are ingrained in people’s lives here.”
Kashmir, our home.https://t.co/fgbEfTI9KV
— Mehbooba Mufti (@MehboobaMufti) September 24, 2017
The film has been directed by Amit Sharma and produced by Jaibeer Ahmad for J Walter Thompson. The lyrics of the background song have been written by 2009 UPSC topper Shah Faesal.
Bollywood celebrities like Karan Johar and Alia Bhatt have also shared the video on social media and have joined the tourism department in promoting Kashmir.
The beauty and warmth of Kashmir….. https://t.co/L42HWLlgoU
— Karan Johar (@karanjohar) September 24, 2017
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 video has received an overwhelming response from netizens and hopefully should help to promote tourism in the state.