Around the Web

Watch the film with which the Jammu & Kashmir government is trying to ‘change the narrative’

Can it keep people from recollecting the state’s troubles and everyday violence?


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.

We welcome your comments at
Sponsored Content BY 

Bringing your parents into the digital fold can be a rewarding experience

Contrary to popular sentiment, being the tech support for your parents might be a great use of your time and theirs.

If you look up ‘Parents vs technology’, you’ll be showered with a barrage of hilariously adorable and relatable memes. Half the hilarity of these memes sprouts from their familiarity as most of us have found ourselves in similar troubleshooting situations. Helping a parent understand and operate technology can be trying. However, as you sit, exasperated, deleting the gazillion empty folders that your mum has accidentally made, you might be losing out on an opportunity to enrich her life.

After the advent of technology in our everyday personal and work lives, parents have tried to embrace the brand-new ways to work and communicate with a bit of help from us, the digital natives. And while they successfully send Whatsapp messages and make video calls, a tremendous amount of unfulfilled potential has fallen through the presumptuous gap that lies between their ambition and our understanding of their technological needs.

When Priyanka Gothi’s mother retired after 35 years of being a teacher, Priyanka decided to create a first of its kind marketplace that would leverage the experience and potential of retirees by providing them with flexible job opportunities. Her Hong Kong based novel venture, Retired, Not Out is reimagining retirement by creating a channel through which the senior generation can continue to contribute to the society.

Our belief is that tech is highly learnable. And learning doesn’t stop when you graduate from school. That is why we have designed specific programmes for seniors to embrace technology to aid their personal and professional goals.

— Priyanka Gothi, Founder & CEO, Retired Not Out

Ideas like Retired Not Out promote inclusiveness and help instil confidence in a generation that has not grown up with technology. A positive change in our parent’s lives can be created if we flip the perspective on the time spent helping them operate a laptop and view it as an exercise in empowerment. For instance, by becoming proficient in Microsoft Excel, a senior with 25 years of experience in finance, could continue to work part time as a Finance Manager. Similarly, parents can run consultation blogs or augment their hobbies and continue to lead a fulfilling and meaningful life.

Advocating the same message, Lenovo’s new web-film captures the void that retirement creates in a person’s life, one that can be filled by, as Lenovo puts it, gifting them a future.


Depending on the role technology plays, it can either leave the senior generation behind or it can enable them to lead an ambitious and productive life. This festive season, give this a thought as you spend time with family.

To make one of Lenovo’s laptops a part of the family, see here.

This article was produced on behalf of Lenovo by the marketing team and not by the editorial staff.