Nothing, perhaps, describes Kashmir better than this Persian couplet – ‘Agar Firdaus bar ru-ye zamin ast, Hamin ast o hamin ast o hamin ast’. This loosely translates to – If there is paradise on Earth, it is here, it is here, it is here. While Kashmir is undoubtedly one of the most beautiful places on this planet, it is the warmth of the people that makes it such a wonderful place to visit.
A video created as part of a CSR initiative called ‘Dil Se Kashmir’ by Kent seeks to remind us of this fact. While it shows the natural beauty of the valley, it also comes with a powerful message of oneness and unity. According to Mahesh Gupta, Chairman, Kent RO, the video has been created to make the people of Kashmir feel that the rest of the country stands united with them. Mr Gupta says, “India is one big diverse family and Kashmir is an integral part of our lives. And we need to celebrate it.”
The video, titled ‘Vaadi-e-Kashmir’, has been directed by Bollywood filmmaker Pradeep Sarkar, and features a song composed by Shankar-Ehsaan-Loy with lyrics written by Gulzar. It is introduced by Amitabh Bachchan and has been curated by Hema Malini. The idea of the video was conceptualized by Praveen Kenneth, Co-owner, Chairman and Managing Director of L&K | Saatchi & Saatchi, and the initiative has been supported by Mahesh Gupta, Chairman, KENT RO. You can watch it below.
Vaadi-e-Kashmir was launched by the Home Minister of India, Mr Rajnath Singh. It has been watched and loved by millions of people on social media and received over 10 million views on the first day of the video launch. None other than Prime Minister Narendra Modi has appreciated this initiative.
Other celebrities who have expressed their support for #DilSeKashmir are actors Kalki Koechlin and Salman Khan and spiritual guru Sri Sri Ravi Shankar.
Now more than ever, the people of Kashmir have reason to believe that the country stands with them. The Dil Se Kashmir initiative is just one small step towards that goal.
(At The Quint, we are answerable only to our audience. Play an active role in shaping our journalism by becoming a member. Because the truth is worth it.)