Since changing the narrative is the favoured political strategy today, here is Kashmir’s move in the same direction.
To draw attention away from the ongoing violence in the Kashmir valley, the state tourism department has launched a promotional film, conceptualised by ad agency JWT, that quickly became a point of discussion on social media.
As advertisements are wont to do, this one, too, tells a heartwarming story against stunning backdrops. Titled Warmest Place on Earth
is an attempt by the state’s tourism department to remind people the real reason why Amir Khusru said that Kashmir was paradise on earth. They launched a new campaign and released a promotional film (above), which was conceptualised by JWT.
The ad tells the story of a young couple on their maiden trip to Kashmir, and a Kashmiri man who drives them around. Set to stunning visuals of the valley, directed by Amit Sharma, the dramatic climax is the revelation of the identity of their driver. The 5-minute film is titled The Warmest Place on Earth, it even provoked Jammu & Kashmir Chief Minister Mehbooba Mufti’s first tweet.
Mufti said: “The Kashmir they are showing on the TV is not the Kashmir we live in. Everywhere when the people are in crisis youth go and rescue them.” Senthil Kumar, chief creative officer, JWT, added: “We wanted to change the conversation from negative to the positive emotion of Kashmiriyat and reveal the warm-hearted side of Kashmiris.”
J&K’s former Chief Minister Omar Abdullah shared Mufti’s tweet with a pinch of sarcasm.
Bringing the glamour back to flying while keeping it affordable
The pleasure of air travel is back, courtesy of an airline in India.
Before dinner, fashionable women would retire to the powder room and suited-up men would indulge in hors d’oeuvres, surrounded by plush upholstery. A gourmet meal would soon follow, served in fine tableware. Flying, back in the day, was like an upscale party 35,000 feet up in the air.
The glamour of flying has been chronicled in Keith Lovegrove’s book titled ‘Airline: Style at 30,000 feet’. In his book, Lovegrove talks about how the mid-50s and 60s were a “fabulously glamorous time to fly in commercial airlines”. Back then, flying was reserved for the privileged and the luxuries played an important role in making travelling by air an exclusive experience.
Fast forward to the present day, where flying has become just another mode of transportation. In Mumbai, every 65 seconds an aircraft lands or takes off at the airport. The condition of today’s air travel is a cumulative result of the growth in the volume of fliers, the accessibility of buying an air ticket and the number of airlines in the industry/market.
Having relegated the romance of flying to the past, air travel today is close to hectic and borderline chaotic thanks to busy airports, packed flights with no leg room and unsatisfactory meals. With the skies dominated by frequent fliers and the experience having turned merely transactional and mundane, is it time to bid goodbye to whatever’s enjoyable in air travel?
With increased resources and better technology, one airline is proving that flying in today’s scenario can be a refreshing, enjoyable and affordable experience at the same time. Vistara offers India’s first and only experience of a three-cabin configuration. At a nominal premium, Vistara’s Premium Economy is also redefining the experience of flying with a host of features such as an exclusive cabin, 20% extra legroom, 4.5-inch recline, dedicated check-in counter and baggage delivery on priority. The best in class inflight dining offers a range of regional dishes, while also incorporating global culinary trends. Other industry-first features include Starbucks coffee on board and special assistance to solo women travellers, including preferred seating.
Vistara’s attempts to reduce the gap between affordability and luxury can also be experienced in the economy class with an above average seat pitch, complimentary selection of food and beverages and a choice of leading newspapers and publications along with an inflight magazine. Hospitality aboard Vistara is, moreover, reminiscent of Singapore Airlines’ famed service with a seal of Tata’s trust, thanks to its cabin crew trained to similarly high standards.
The era of style aboard a ‘flying boat’ seems long gone. However, airlines like Vistara are bringing back the allure of air travel. Continuing their campaign with Deepika Padukone as brand ambassador, the new video delivers a bolder and a more confident version of the same message - making flying feel new again. Watch the new Vistara video below. For your next trip, rekindle the joy of flying and book your tickets here.
This article was produced by the Scroll marketing team on behalf of Vistara and not by the Scroll editorial team.