Within a few hours of its release, a promotional film by Tourism Department in Kashmir, to counter the negative perception about the Valley, has taken the social media by a storm.
The film has drawn over 1.6 million views in less than 48 hours after its release.
The five-minute film titled 'Warmest Place on Earth' has also been shared by Bollywood celebrities like Karan Johar, Imtiaz Ali and Alia Bhatt.
The lyrics of the background song in the film have been written by 2009 UPSC topper Shah Faesal.
The video, released by Chief Minister Mehbooba Mufti on Saturday, has drawn more than 1.6 million views on the official page of the state's tourism department alone in less than 48 hours.
It has also been watched by about 40,000 people on YouTube, while also shared widely on Twitter and Instagram.
Interestingly, Mufti also took to Twitter to share the short film in her first tweet ever.
The new campaign is drawing huge response from people across various social media platforms.
"It was much needed, should have come before but better late than never," Director Tourism Kashmir, Mehmood Shah told PTI, adding there has been an enormous response to the short film ever since its release.
Let us hope it helps in attracting tourists to the Valley, he said.
Many celebrities have joined the tourism department in promoting the destination on social media.
Filmmaker Karan Johar shared the film on Twitter writing "The beauty and warmth of Kashmir."
Actress Alia Bhatt said the film truly captures the essence of Kashmir. "This short film truly captures the essence of Kashmir!!! The warmest place on earth! Please watch!" she tweeted.
Netizens appreciated the short film, with several of them narrating their own experiences of visiting Kashmir.