Ah, My Kashmir! The jewel of India, often dubbed the “Switzerland of India,” – where the mountains reach for the sky and the scenic landscapes could charm even the most cynical of souls. It’s the place where a cup of saffron chai can warm your heart, and a visit feels like a pilgrimage to heaven. But recently, after a phase of controlled peace, the paradisiacal land faced a harsh reality—one that feels more like a stabbing in the back than an announcement of peace.
Recently, the serenity of Pahalgam, a popular tourist spot in Kashmir, was shattered by a terrorist attack that cost 26 lives, mostly belonging to Hindu tourists. What was meant to be a serene getaway turned into a senseless tragedy, with fear dripping all over. Eyewitnesses report that the terrorists were identifying victims by religion before pulling the trigger.
Now, the government is under pressure, with citizens passionately demanding action. “Let’s attack Pakistan!” they proclaim, waiting for their morning chai while probably forgetting that “attacking” a neighbouring country isn’t as easy as the armchair experts make it sound. Also, many question if the Government was hibernating- and do we not have a situation room where such possibilities and actions already have SOP.
The population does realise that this isn’t just an intelligence failure; it’s a community issue with local support, but the fervour of protest calls for an extreme reaction. Amid this chaos, the usual suspects of public opinion have taken a two-pronged approach.
One camp cries, “Boycott Kashmir!” waving banners while thinking that Boycotting Kashmiri tourism will magically fix what’s wrong. They imagine local shopkeepers crying in despair over their ‘Kashmiri Pashmina’ shawls- shikaras and overworked ponies, realising the dire consequences of their actions. They know how much the locals depend on tourism, so the boycott might just hand them a “how to find other options’ handbook. Remember, unemployment, lack of opportunities and empathy are significant issues that lead youth to work with the terrorists or become terrorists.
The other camp, fuelled by courage or perhaps some whimsical hope, is busy booking their flights to Kashmir. Bollywood star Sunil Shetty even declared he’d spend his next family vacation in Pahalgam, as if it’s as safe as a trip to Disneyland. “If I can do it, so can you!” his sentiment screams. Critics might scoff and think Shetty will travel in a complete security convoy, but what about the rest of us mere mortals? Are we supposed to get the ‘tourism braveheart’ awards dressed in our best hiking gear, armed with nothing but blind optimism?
And then, there’s me—caught in the swirling eddy of indecision. One part of my spiralling patriotic spirit wants to don a beret and raise a glass to solidarity, booking my trip to Kashmir to stand with locals and the nation. But my nervous practical part peeks out from behind the curtains of false courage, too terrified to join the game of “Will I or won’t I?”. Even joining the festival traffic during Durga Utsav or going through the Ganesh Visharjan crowd gives me anxiety! I fear them to be perfect and easy targets. I know the security is top class and upgraded, but then some fool of a terrorist may take up the challenge. You know how they are?
Each consumer triggers a different reaction based on their beliefs and past experiences. Some are undaunted, while others can’t help but wonder if the thrill of visiting a conflict zone becomes the new ‘extreme tourism.’ It’s like debating between a serene holiday or extreme sports—except the stakes here seem more life-and-death.
Here’s where it gets fascinating: How do you, dear reader, react? Will you set your sights on Kashmir, bolstered by bravery and a desire to contribute to the local economy, or will you heed the voices calling for a boycott?
In the current ecosystem, information is mostly the same, and unique responses result from your belief systems, which dictate how you choose to act.
Marketers understand this on some level, but most miss the moment. For instance, in the aftermath of the Pahalgam tragedy, tickets for flights from Kashmir skyrocketed—because why not- it was an opportunity? But what if these brands had thought differently? What if they had offered free flights or flights at no profit to boost morale and solidarity instead of simply capitalising on fear?
Why do big brands, with all their data and algorithms, fall short? If demand and supply dictate their actions, where’s the oversight in capturing the essence of a moment that could define their brand’s legacy? Shouldn’t someone be monitoring the emotional landscape and the potential branding opportunity that comes with it?
As we navigate this delicate space of grief, recovery, and determination, let’s engage in a dialogue.
What do you think is the right way forward? How will your actions reflect your beliefs? Whether through travel plans or community support, your choices can shape perceptions and responses. They even influence others’ way of thinking, just like your comments, likes and shares on social media.
Amidst the chaos, every vacation in Kashmir says a lot. Let’s ensure it tells the right story or at least a story we stand for.
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