MMGB: J&K Tourism pitches itself as 'the warmest place on earth' with emotional exchange

Here's a warm film to start your working week. 

 

Jammu & Kashmir Tourism has rolled out a film conceptualised by J Walter Thompson. 

 

The film showcases the story of a couple on vacation in Kashmir. The duo mistake a citizen of the state for their taxi driver. Instead of correcting them, the man takes them on a tour of the state. 

 

Speaking with Campaign India, Senthil Kumar, CCO, J Walter Thompson India, said, "The objective was to promote tourism and re-build the lost paradise. The team at JWT came up with the idea to change the conversation from negative to the positive emotion of Kashmiriyat and reveal the warm hearted side of Kashmiris. And since the film has gone up, we have managed to do that. It’s a great story of what original Kashmiri people are like. They are the warmest people and we wanted to showcase that. We want to take out the controversy and negativity around the state and make people fall in love with it all over again. Here's to more stories that warm our hearts, blow our minds and swell our souls with pride." 

 

The film was published on 23 September 2017. The state's chief minister, Mehbooba Mufti's first tweet was a link to the film.

Kashmir, our home.https://t.co/fgbEfTI9KV

— Mehbooba Mufti (@MehboobaMufti) September 24, 2017

Shorter edits of the film will run on television.

 

CREDITS:

 

Client: J&K Tourism

Agency: J Walter Thompson

Director: Amit Sharma

Production house: Chrome Pictures