Official TVC of J&K Tourism. Jammu and Kashmir has launched a new five-minute film to counter perceived “negative portrayal of Kashmiris” in the national media and highlight the hospitality offered by Valley locals to visitors. The video , Warmest Place on Earth , garnered over 1.5 million views on Facebook and 35 thousand views on YouTube in a little over 24 hours. It was released by the chief minister Mehbooba Mufti at a grand launch function in Srinagar on Saturday evening attended by senior minister and top officials. An official press statement of the event said that Mehbooba regretted that “the negative portrayal of Kashmir has affected the tourism industry of the state badly which employs a sizeable chunk of population”. “Tourism to Kashmir is not about its physical beauty alone but the exploration of a deep rooted spiritual system which needs to be experimented. Hospitality and warmth are deeply ingrained in the life of people here which has aptly
