What do you think of first when you hear ‘Kashmir?’ Are ‘beauty’, ‘warmth’, and ‘hospitality’ the first words that come to your mind? These days, probably not.
A short film titled‘The Warmest Place on Earth’, released by the Jammu and Kashmir Tourism Department, reminds us that Kashmir is not just about strife and conflict – it is also about great hospitality and warm people.
The film shows a young couple soaking in the beauty of Kashmir on a holiday, and being pleasantly surprised by the overwhelming hospitality of a Kashmiri man, who shows them what Kashmir is about and even invites them for a meal to his home.
The five-minute-long promotional film was launched by Chief Minister Mehbooba Mufti on 23 September at Srinagar’s Tagore Hall. Mufti said that her government would launch an intense promotional campaign to attract more tourists, as the state's negative portrayal by the media had harmed tourism, reported PTI.
Mufti also said that “hospitality and warmth are ingrained in people's lives here,”reported PTI.
Kashmir is famous for religious harmony, brotherhood and spirituality. It is the land where Nund Reshi is revered by Hindus and Lala Ded by Muslims.Mohammad Hussain Malik, Commissioner Secretary, J&K Tourism, to Free Press Kashmir
The film has been directed by Amit Sharma and produced by Jaibeer Ahmad for J Walter Thompson.
(With inputs from PTI, Free Press Kashmir)
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