Film on J&K Tourism wins IAA award

A short film on Jammu and Kashmir tourism, titled “Warmest Place on Earth” has won “gold” at an award ceremony organised by the India chapter of International Advertising Association (IAA).

The ad film launched by the state’s Tourism Department in September 2017 has been declared the winner in the ‘Travel and Tourism Category’ at IndiAA awards held in Mumbai on Friday.

The film highlights the hospitality of Kashmir. The 5-minute film was the first such big campaign launched by the Kashmir government. Conceptualised by J Walter Thompson, the film was directed by filmmaker Amit Sharma. The lyrics of the background song in the short film have been written by 2009 UPSC topper Shah Faesal.

The video, when it was released by Chief Minister Mehbooba Mufti back in 2017, had drawn more than two million views on the official Facebook page of the state’s tourism department alone in less than 48 hours.

IndIAA Awards is the intellectual property of the IAA India chapter, and was instituted in 2015. The award recognises mainstream creative advertising campaigns.