Srinagar, Sep 23 (KNS): In order to offset negative perception about Kashmir not being safe, Chief Minister Mehbooba Mufti Saturday evening released a five-minute tourism promotional film under the tagline – Warmest Place on Earth - here at Tagore Hall highlighting the Kashmiri’s hospitality.
Minster for Public Works Naeem Akhtar, Principal Secretary CM Rohit Kansal, Commissioner Secretary Tourism M H Malik, Director Tourism Kashmir Mahmood A Shah besides officers of other departments were present at the launch ceremony of the movie.
The film has been made by tourism department for the promotion of tourism sector and to help portray the hospitable nature of the Kashmiris.
Speaking on the occasion, Chief Minister said Kashmiris have always been hospitable and helped tourist all the time.
Citing many examples of hospitable and caring nature of the locals, Mehbooba Mufti said when tourists need any kind of help, locals are wholeheartedly at the forefront even before police or any defense force reaches for help.
She cited the example of a boat man who while rescuing the tourists got drowned.
She said whatever national media portrays about Kashmir is not true.
“The media sometimes uses old footages for their shows which ultimately harms tourism sector,” she said.
About the Film
The film was shot for over a week in Kashmir with a stalwart Kashmiri talent as the main lead.
The film stands out for its confluence of beautiful shots with pure unadulterated emotions.
The film brings to the fore the experience of a young couple who are on their first trip to Kashmir.
Very much in love, they experience the sights and sounds of Kashmir with the help of an ever helpful and smiling guide who is by their side right through the day - from finding the prettiest boat at shimmering Dal lake to clicking photos as they discover hidden trails and waterfalls.
As an experience and excitement filled and day comes to an end, we see the aged guide bringing firewood for the couple, while the cosy twosome huddle over the fire, they get a call from their actual guide Mir with whom the couple had booked the tour.
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 Kashmir.
When the couple confronts the old man, he admits he is not Mir- but actually a local who was out shopping. Since they had mistaken him for the guide, the old man without hesitation had decided to take them around and show them his home, his Kashmir.
It ends with a tag line - Kashmir - the warmest place on earth.
The movie received overwhelming response from the jam packed audience at the Tagore hall.Click Here To Follow Our WhatsApp Channel
Earlier, Secretary Tourism M H Malik in his welcome address also criticized some section of the national media for portraying Kashmir negatively.
He appealed the media to promote the film and also help in promotion of Kashmir as a tourist-friendly destination besides highlight positive stories from this place.
Executive Business Director of the JWT Jawbier informed in detail how the making of the movie was conceived.
Idea - Warmest Place on Earth
Kashmir as a destination is synonymous with the word paradise. It is not only a paradise of breathtakingly beautiful destinations but warm people who live here and host the tourists make this place warmest place on Earth.
Kashmir invariably ranks at the top in terms of its beauty which has remained a favourite backdrop for bolloywood filmmakers.
However, the turmoil in this beautiful place has dented the influx of tourists. To attract them back to their favourite locations Jammu and Kashmir, the department of tourism Kashmir has embarked on multipronged promotional campaigns.
In this quest, the department has produced a never-like-before film over the warm character of locals who make the visitors feel the warmth of love while hosting them here.
The warmth or you call it hospitality is ingrained among Kashmiris and is part of our culture, our tehzeeb – thus making Kashmir not only the prettiest but the warmest place on earth.
Director Tourism Kashmir Mahmood A Shah said that department has been promoting the destinations through beautifully shot videos and interview by the tourists besides organizing road shows, seminars.
“However, we want to go cinematic to keep up with the pace of modern day marketing campaigns. Holidayers are already aware that Kashmir is beautiful and has breathtaking tourist resorts. But the negative media publicity is keeping them away.”
He said the department wants to show to the world that despite facing tough situations here, Kashmiris are very warm to the visitors, tourists and guests.
“Kashmiris are ever hospitable. The film highlights how an average Kashmiri reacts when he receives tourists and how he hosts them. We have many examples to highlight when Kashmiris have shown utmost hospitality and ensured Kashmir is safe to travel and people are here to host them as their esteemed guests.”
He said the film is being launched on various platforms to make this endeavor a success.
“Making this watershed film is just a beginning and we will be coming up with more such films showing the real essence of the Kashmir.” (KNS)