To Kashmir, with love!

Kashmir has been regarded as the paradise on earth for a long time now. Not just amongst Indians, but by visitors from across the globe. Its scenic beauty, the picturesque landmarks, the calm valleys, the shiny snow mountains and flowing rivers of Kashmir has mesmerised people for ages. However, the paradise seems to have lost the shine due to the political disorder and terrorism.

In a bid to bring the Kashmir glory back to life, water purifier brand Kent RO has produced a six-and-a-half-minute film that brings back the wonderful memories of the paradise. Titled ‘Vaadi-e-Kashmir’ the film opens with Amitabh Bachchan’s narration and goes on to show a montage of the beautiful province. What makes the film special is the oneness it showcases among Indians, keeping Kashmir in mind.

There are so many things that make the film so beautiful and worthwhile. Conceptualised by L&K Saatchi and Saatchi, the film has the legendary Amitabh Bachchan’s narration, musical trio Shankar, Ehsaan, and Loy’s music, lyrics by Gulzar, direction by Pradeep Sarkar and the beautiful valleys of Kashmir as travelled by various young men and women.

Did we tell you that the narration by Amitabh Bachchan is followed by the famous verse by Amir Khsrau – “Agar Firdaus bar rōy-e zamin ast, hamin ast-o hamin ast-o hamin ast”. Most of us are familiar with this verse and for those who are not, it translates to – “If there is a paradise on earth, it is this”. We think the six and half minutes of the film are worthy to every viewer; so much goodness and oneness could not be packed in anything more concise; and if it were, it might not have been as beautiful as this version of ‘Vaadi-e-Kashmir’.

Vaadi-e-Kashmir strikes the emotional chord and the conclusion has Hema Malini urging the nation to send their love to Kashmir through the campaign’s landing page www.dilsekashmir.com. The landing page of the campaign does not just show all the messages sent by people, it also features the different stories of Kashmiris.

From Kashmir’s football team that went international to the numerous stories of female entrepreneurs from the region, the page talks about the glory of the place, reminding us all of the eternal beauty of Kashmir, which is reinforced by the ambitious people there and garnished by love from across the country.

Among other things, the campaign also highlights the various initiatives taken by the military authorities and the local police to keep the life of Kashmiris as smooth as any other Indians; like the ‘School Chalo’ programme that aims at providing free education and encouraging participation in extra-curricular activities.

One look at the campaign film and its landing page gives so much hope and positivity not just to Kashmiris but to the world. Above everything, it reignites hope.