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Kashmir is not just about mountains and rivers, it has the warmest people

Jammu & Kashmir Tourism pitches the state as the ‘warmest place on earth’. The latest campaign conceptualised by JWT tells that the state is also about most beautiful and welcoming people, apart from its known physical beauty

Click on the Image to watch the TVC.

Jammu & Kashmir Tourism has come up with a new campaign to draw more tourists to the state. That Kashmir is beautiful, recognised for its stunning landscapes, snow-peaked mountains and rivers, known as the ‘heaven on earth’ and is a popular destination for tourists are known facts. The latest campaign makes a shift by focussing on the hospitality and the welcoming nature of the people.

J. Walter Thompson India (JWT) has created a heart-warming film to promote Kashmir as a destination.

Senthil Kumar

Speaking about the film, Senthil Kumar, Chief Creative Officer, JWT said, "Kashmir is blessed with not just the most beautiful places but the most beautiful and welcoming people. This film brings this to the forefront and makes a point about why there is simply no reason to not come to Kashmir. We wanted to change the conversation from negative to the positive emotion of ‘Kashmiriyat’ and reveal the warm hearted side of Kashmiris. It’s a heart-warming story of what original Kashmiri people are like. We want to take out the controversy and negativity around the state and make people fall in love with it all over again.”

Jaibeer Ahmad, EBD & VP, a Kashmiri himself, when asked about how the campaign was developed, said, “When we started working on the campaign we knew that we will be making a beautiful film. Yet we also knew that we didn't want to make just another campaign that is limited to the stunning landscape, the snow peaked mountains and rivers. So we looked further and deeper. But honestly, all we had to do was look for the most obvious and experienced part, that makes Jammu and Kashmir not just a destination but a memorable experience.”


This film is directed by Amit Sharma, Chrome Pictures.

“The film highlights how an average Kashmiri reacts when he receives tourists and how he hosts them,” said Mahmood A Shah, Director of Tourism Jammu and Kashmir.

The film brings to the fore the experience of a young couple on their first trip to Kashmir. Very much in love, they experience the sights and sounds of Kashmir with the help of a helpful and smiling guide who is by their side right through the day – from finding the prettiest boat on Dal lake to clicking photos as they discover hidden trails and waterfalls.

As experience and sensorial fills, the day comes to an end. We see the aged guide bringing logwood for the couple. While the cosy twosome huddles over the fire, they get a call from their guide.


Much to the husband's surprise, the voice at the other end informs him that he is Mir the guide who was supposed to take them around in Kashmir.

When the couple confront the old man, he admits he is not Mir – but actually a local who was out for shopping. Since they had mistaken him for the guide, he decided to take them around as he wanted all friends to see his home, his Kashmir.

It ends with a tag line: Kashmir, the warmest place on earth. 

The TVC:


Agency: JWT

Chief Creative Officer: Senthil Kumar

Executive Creative Director: Nakul Sharma and Tirtha Ghosh

Executive Business Director and VP: Jaibeer Ahmed

Account Management: Anish Thakur, Muniba Naushad

Creative: Partha Sengupta, Priyadarshi Khastgir

Production House: Chrome Pictures

Director: Amit Sharma

Producer: Poonam Wahi

Music Director: Clinton Cerejo

Singers: Vibha Saraf and Mudassir Ali

Lyrics: Shah Faisal


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