The video, released by Chief Minister Mehbooba Mufti on Saturday, has drawn more than two million views on the official Facebook 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, and also been shared widely on Twitter and Instagram.
Interestingly, Ms Mufti also took to Twitter to share the short film in her first tweet ever:
Kashmir, our home.https://t.co/fgbEfTI9KV— Mehbooba Mufti (@MehboobaMufti) September 24, 2017
The lyrics of the background song in the short film have been written by 2009 UPSC topper Shah Faesal.
The new campaign is drawing a huge response from people across various social media platforms.
"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, including filmmaker Karan Johar and actor Alia Bhatt:
The beauty and warmth of Kashmir..... https://t.co/L42HWLlgoU— Karan Johar (@karanjohar) September 24, 2017
This short film truly captures the essence of Kashmir!!! The warmest place on earth! Please watch! https://t.co/6rvIkx8XmZ— Alia Bhatt (@aliaa08) September 24, 2017
Netizens appreciated the short film, with several of them narrating their own experiences of visiting Kashmir. Click for more trending news
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