Jammu and Kashmir Tourism's latest campaign portrays Kashmir as the warmest place, in terms of hospitality, to attract tourism.
Th film, conceptualised by JWT, showcases the story of a young couple on holiday in Kashmir who are being shown around by an elderly guide. The guide invites them to his house and assists them with everything. At the end of the day, the husband gets a phone call from Mir, a guide who was supposed to take them around Kashmir.
Confused, the couple confront the old man who then admits that he was just a local out for shopping but decided to help the couple as a guide, as he wanted them to feel the beauty of Kashmir. The film ends with the tagline, "Kashmir, the Warmest Place on Earth".
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, executive business director and vice president at JWT, 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’