Short film attempts to quash media’s ‘negative portrayal of Kashmiris’
The warmth positivityin Kashmirand is
not highlighted by national
media — perhaps good
news is not news. This film
captures one of the many
heartwarming stories of
(Kashmir’s) hospitality.
MAHMOOD AHMAD SHAH, Director,
State tourism department
SRINAGAR/NEW DELHI: Jammu and
Kashmir has launched a fiveminute film to counter the “negative portrayal of Kashmiris” in the national media and highlight the hospitality offered by the Valley locals to the visitors.
The video , Warmest Place on
Earth, garnered over 1.5 million views on Facebook and 35 thousand views on YouTube in a little over 24 hours.
It was released by chief minister Mehbooba Mufti at a grand function in Srinagar on Saturday evening in the presence of senior ministers and top government officials.
A press statement issued at the event said the chief minister regretted how “the negative portrayal of Kashmir has affected the tourism industry of the state badly which employs a sizeable chunk of population”. “Tourism to Kashmir is not about its physical beauty alone but the exploration of a deeprooted spiritual system which needs to be experimented. Hospitality and warmth are deeply ingrained in the life of people here which has aptly been reflected by the film,” Mehbooba said in her address.
A tweet containing the YouTube link of the film and tagged “Kashmir, our home” is the first tweet from the official handle of the chief minister.
The plot goes something like this: A couple on a honeymoon visits the picturesque Kashmir and is taken on a day-long trip around the Valley by someone who the couple believes is the driver provided by their travel agency. Only, the ‘driver’ turns out to be a local man out to run an errand for his wife.
The film is not without a song. Sahibo, penned by IAS officer Shah Faesal with vocals from Mudasir Ahmad and Vibha Saraf, talks about loss and solitude. “I am happy that the song written by me is drawing attention,” said Faesal, the 34-yearold bureaucrat, currently managing director at the state’s power development department. It’s a first of its kind endeavour by the state tourism department that launched the film on its social media pages with a note saying, “We present to you the most stunning feature of Kashmir. No! It’s not about the snowy peaks, gurgling streams and winding treks. Watch this moving film till the end, to discover and celebrate a different side of Kashmir, the #WarmestPlaceOnEarth.” Speaking to HT, Mahmood Ahmad Shah, director, state tourism department, said, “The positivity and warmth in Kashmir is not highlighted by national media – perhaps good news is not news. This film captures one of the countless heartwarming stories of hospitality that you will find in Kashmir.” “The film highlights how an average Kashmiri reacts when he receives tourists and how he hosts them,” he added. The short film, produced by J Walter Thomson (India), has received largely positive reviews on social media. However, some criticised it, saying it promotes servility instead of hospitality. Popular blog With Kashmir ran a story titled “The latest JK tourism video is wrong in many ways”. “His (the protagonist’s] compassion is put in service of a desperate attempt to show that we deep down still are the likeable, subservient, acquiescent, compliant servants of yore. That we can still be reclaimed from our rebellion to do what we are perceived to do best: to serve and submit,” writes US-based Kashmiri academic Ather Zia.
TOURISM, LIVELIHOOD
The tourism sector adds 8% to the Jammu and Kashmir’s gross domestic product. The sector employs over 100,000 people, directly and indirectly, as per industry estimates. Tourism figures for the valley have had a direct link with its law and order situation. Kashmir was a favourite among national and international tourists until 1988, with over 700,000 arrivals.