JWT revives the true essence of Kashmiriyat in ad film for J&K Tourism

“Gar firdaus bar-rue zamin ast, hamin asto, hamin asto, hamin ast” (If there is a heaven on earth, it’s here, it’s here, it’s here). Away from the strife torn streets, stone pelters, terrorist activities, Jammu and Kashmir Tourism’s new ad film presents the state as the ‘Warmest Place on Earth’, capturing the hospitality and warmth of Kashmir through an emotional and heartwarming film. 

Conceptualised by JWT Delhi and directed by Amit Sharma of Chrome Pictures, the film narrates the story of how an elderly Kashmiri man goes out of his way to play guide to a young tourist couple, taking them to several scenic places in the Valley, treating them to the local cuisine. It is only towards the end of the film that it is revealed that the couple had mistaken the man to be their taxi driver-cum-guide. The man was actually on his way to buy sugar that his wife had asked him to get for home, still he ferries the couple to see his beautiful ‘home’, even ignoring his wife’s calls. 

Watch the film:
https://www.youtube.com/watch?v=QYnHwzMTwqo

The digital film, which is a little over 5 minutes in duration, was launched by J&K Chief Minister Mehbooba Mufti on September 22, 2017, wherein she shared the film in her first tweet from her Twitter handle. In less than 48 hours of its launch, the film received over 1.8 million views on Facebook alone. 

JnK CM Mehbooba Mufti

Several celebrities such as Karan Johar, Alia Bhatt, Vikas Khanna, Meghna Gulzar, Raveena Tandon and others have tweeted it. 

Commenting on the ad 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 on why there is simply no reason not to come to Kashmir.” 

Speaking further on the creative concept of the film, he said, “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 heartwarming 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 and VP, JWT, who is a Kashmiri himself, elucidated on how the concept was developed, “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.” 

Jaibeer Ahmad (JWT) and Amit Sharma (Chrome Pictures)

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

Elaborating on the making of the film, director Amit Sharma said, “It was the first time that someone was trying to talk not just about the beauty of the land but about the people as well in a tourism film. And it is so true. The innocence that thrives in this land can be found nowhere else. I was humbled by the hospitality of the people. Every location we went to, the people there (Locals) personally served kahwa with something to eat, and we could not say no to them because otherwise they felt as though they did something wrong. All I have done is tried to capture the true essence of Kashmir. Everything that you see in this film is true. Kashmir is an experience, and the people play a major part in that. It is one place that I can call my own.” 

Campaign credits: 

Agency: JWT

Chief Creative Officer: Senthil Kumar

Executive Creative Director: Nakul Sharma, 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, Mudassir Ali

Lyrics: Shah Faisal