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Firdaus couplet in Kent RO film rejuvenates India’s bond with ‘heavenly’ Kashmir
MUMBAI: Gar Firdaus bar-rue zamin ast, hami asto, hamin asto, hamin ast. (If there is a heaven on earth, it’s here…). How beautiful a feeling is it to enjoy or recollect the wonderful memories of Kashmir — the ‘heavenly’ arm of India.
Vaadi-e-Kashmir, a short film on Kashmir, a CSR initiative of Kent RO, has been created by Law & Kenneth Saatchi & Saatchi. It has been dedicated to the nation by the home minister Rajnath Singh, and MP Hema Malini along with Kent RO Systems chairman Mahesh Gupta.
The film starts with an introduction by one of the most distinguished personalities — Amitabh Bachchan. Also shot in the backdrop of beautiful valley of Kashmir with its stunning mountains, greenery and shikara, the video is fascinating. The outstandingly captivating song sung by Shankar Mahadevan and composed by Shankar/Ehsaan/Loy with lyrics by Gulzaar, lifts the film and the message to a whole new level.
This 6-minute film, directed by the legendary film maker Pradeep Sarkar, has been shot over a period of two weeks in Kashmir. Sarkar says: “Falling in love at the age of 62 years is possible… it happened to me when I went and met Kashmir! Believe it, we all need to know her a little better!”
This film showcases the warmth, oneness and love that we share with Kashmir and its people, and also serves up the magical slice of Kashmir that we all celebrate. The film is on air now.
It endeavours to knit the people of Kashmir with the rest of the country in an open-hearted, warm and compassionate message of togetherness. It is a joyful celebration of a diverse country that we inhabit, Kashmir included! The film splendidly appreciates the mesmerising beauty of the valley of Kashmir and its people.
Gupta, says: “It’s a simple film which carries a message of oneness, with Purity of Heart and Intent. Just like what Kent RO stands for, purity.”
Malini has been the curator of this film, working closely with Gupta, Kenneth and the team. Sharing her thoughts, she adds: “Ye film mere ek Bhartiye hone ke naate… hamare pyare Kashmir se judne… aur hamare Kashmiri bhaiyo behonon ke dil ko chhoone ka ek prayas hai…” (As an Indian, this film is my attempt to reach out to Kashmir and touch the hearts of our brothers and sisters in the Valley.)
Kenneth adds: “The task at hand, keeping in mind the current sensitivity of Kashmir was challenging. We met a myriad set of people, both in Kashmir and outside, to find a starting point. We had to keep it simple.”
The ‘purity’ of Kashmir would revitalise Indians’ love for the ‘heaven.’
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“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
