September 29, 2017 10:43 IST

Amit Sharma's take on tourism is the perfect ode to tourism industries across the globe!

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Recently an advertisement of Jammu and Kashmir tourism has been doing the rounds of the internet. The heartfelt portrayal of a local man trying to serve the tourists has carved a place in the hearts of the online audience.
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On the occasion on World tourism day today, here's a look at one of the best tourism ads of the recent times.
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Directed by Amit Sharma, the 5.03 minutes ad explores one of the most neglected aspect of tourism. While most of the tourism ads focus on the scenic beauties and sight seeing, Amit Sharma touched one of the most pivotal parts of one's journey- the experience.
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The advertisement depicts the warmth of the local people in Jammu and Kashmir making the trip a memorable one.
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Talking about the same director Amit Sharma said, "It was the first time that in a tourism film someone was trying to talk not just about the beauty of the land but about the people as well. And it is so true. The innocence that thrives in this land can be found nowhere else. I was humbled by the hospitality of the people. Every location we went to, the people there (Locals) personally served kahwa with something to eat, and we could not say no to them because otherwise they felt as though they did something wrong. All I have done is tried to capture the true essence of Kashmir. Everything that you see in this film is true. Kashmir is an experience, and the people play a major part in that. It is one place that I can call my own."
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The soul warming hospitality of the old man has won the hearts of the audience and director Amit Sharma is garnering appreciation from all quarters for his beautiful art of work.