New Delhi, Oct 31: India’s biggest professional football league – I-League Wednesday saw a new and vibrant entrant for the 2018-19 season, in Real Kashmir Football Club (RKFC).
Their arrival was marked by a thumping win over defending champions Minerva Punjab in an action packed game of football RKFC won by 1-0.
RKFC’s splendid journey so far is, thus, aptly celebrated by the new campaign #TheRealKashmir, launched to celebrate the club’s success, the current path-breakers who qualified to play the I-League.
Conceptualized by Cheil WW India and supported by Real Kashmir FC, the film reinforces the story of RKFC and effectuates positive change in the valley through sport.
#TheRealKashmir film is an emotional narrative showcased from the point of view of an octogenarian Kashmiri who has seen the beauty of the valley taken over by the unrest and paranoia. Through his lens it shows to the audience how Jammu & Kashmir is changing yet again, but this time it is football that is bringing a positive transformation.
The campaign is an ode to change for the nation. It is about making every Indian a harbinger of change and positivity. It’s is not just about people in J&K, but inspiring every individual possible to make a difference in their game, life and world.
The campaign film is beautifully held by an authentic and emotive Kashmiri folk song ‘Neroo haa naujawano’ that inspires the youth in Jammu & Kashmir to aim and strive high in their lives, and reach for the skies.
Talking about the partnership with RKFC, Sean Van Wyk, Senior Marketing Director at adidas India, said, “At adidas, we firmly believe that through sport, we have the power to change lives, and now we are getting to live and see it in India. adidas aims at redefining the ‘Real’ Kashmir through the lens of sports and becoming the proponent of positivity and changing lives in Jammu & Kashmir through football. Real Kashmir FC is the flagbearer of positivity, and they epitomize our brand message Here To Create Change.”
The film captures the emotions of an old man, how he has seen it all change for the better and how he has felt the beautiful game of football bring a positive change in the valley. It takes the audience on a journey, highlighting the efforts made by club, garnering support from the locals. It also depicts the reality of how RKFC qualified for the I-League, when its star player – Danish, got tripped in the penalty box and takes the decisive penalty.
The Film concludes by revealing that the protagonist, Umar Mir is visually impaired and yet could feel football change the valley for the better through his unbiased, unadulterated vision. In that conclusion the film beautifully transcends all history and leaves the audience with a powerful yet silent message. If a visually impaired person can feel the positive side of Kashmir through sports, why can’t the world around him feel it, with their eyes open. An emotion elevated with the background soundtrack of a poem.
The film will be followed by an exclusive photo exhibition that opens to the public and captures the true essence of Jammu & Kashmir. The exhibition will lend a new perspective through the lens of sport and redefine J&K in photographs.
Aneesh Jaisinghani, Executive Creative Director, Cheil WW India added, “This is not merely a campaign but a very special initiative to drive a perception change, to stir the emotions of people of this country and drive collective optimism towards Jammu & Kashmir. We are very proud to partner with Real Kashmir FC and hope to make a difference in the lives of people.”
ABOUT THE SOUNDTRACK OF THE REAL KASHMIR FC FILM
The soundtrack is inspired from the Kashmiri traditions of singing the age old folk songs. ‘Neroo haa naujawano’ is one such rhyme primarily used to imbibe inspiration in young children. It encourages the children to reach for the skies, not be overwhelmed by fatigue, seek courage from the fire of Chinar tree and the girth of Pine. The film takes this narrative and beautifully weaves it into the story about how Real Kashmir and football have inspired and brought a positive change in Kashmir. This helps create a perfect blend between Kashmir and football. (Courtesy apnnews.com)
‘GLOBAL INVESTORS SUMMIT’: JK to hire ‘knowledge partner’ in identifying focus sectors
Srinagar, Nov 17: Chief Secretary BVR Subrahmanyam discussed modalities for the maiden ‘Global Investors Summit’ to be held in Jammu and Kashmir that will set the platform for businesses to make investments in a big way in the State.
On his arrival here on a three day visit on Friday, Chief Secretary chaired a meeting at the winter secretariat which was also attended by the Principal Secretary, Industries and Commerce, Shailendra Kumar and other officers of the state administration to review preparedness for ‘Global Investors Summit’.
Chief Secretary said the State Government will hire a knowledge partner who will help in identifying the potential of focus sectors that will set the tone for the investor summit. “If a box of apples is sold for Rs 1500 in New Delhi, why should it sell for just Rs 300 in the Valley? We are determined to change this,” he said.
“There are unique challenges in Jammu and Kashmir but Governor’s Administration is determined to overcome them. We are in the process of creating an ecosystem to attract investment from national and international businesses that will open up new vistas of employment in the state,” Chief Secretary said.
Chief Secretary said Jammu and Kashmir has the best work force and talented youth available but due to the situational challenges, businesses have stayed away from making investments here.
“J&K doesn’t require factories for labour. We have the best work force across the country. Large scale investment in sectors such as biotech and horticulture can produce great results. It is with this idea that the government is going to organise a business summit,” he said.
Subrahmanyam said the state will not imitate such summits being held in other states of the country as Jammu and Kashmir offers unique opportunities, “If the summit works, a pattern will emerge that will set a benchmark for future investments. The idea behind the investor summit is to generate employment in a big way in J&K,” he said.
“There is a big Kashmiri Diaspora across the world. Our knowledge partner will help us in creating networks with them. Besides, we will tell the prominent business of the country that if they are doing so much for rest of the country, why not for J&K,” Chief Secretary maintained.
Consultants of Ernest and Young made a presentation in which they chalked out a detailed roadmap for organising the investors’ summit in Jammu and Kashmir. Reflecting on their experiences of having worked in Uttar Pradesh and Jharkhand, they said such summits have exponentially increased investments in these states.
The consultants listed out key strategies including policy making, investor outreach, event planning and knowledge collaterals for organising the summit in Jammu and Kashmir.
JK police deputes cops to TNC school for IED disposal training
Jammu, Nov 17: The Jammu and Kashmir Police has deputed its 14 member team to Tamil Nadu Commando school to get training for disposal of IEDs, senior police officer said Saturday.
The four months training will conclude on December 8, he said.
The team of policemen, which have been sent for training, includes 2 head constables, 5 special grade constables and 7 constables, he said.
“Now IEDs are back in J-K. IEDs are the new threat. Last year there were very few IED incidents, but now they have reappeared,” Central Reserve Police Force (CRPF) Director General Rajeev Rai Bhatnagar had said earlier.
This year, there have already been 14 improvised explosive device (IED) incidents in Kashmir, besides seven instances wherein the devices were detected.
On January 6 this year, four policemen on patrol duty were killed in an IED blast by militants in a market in Sopore township, the first major IED attack in Kashmir since 2015.
Killing of Shopian teen deeply disturbing: Omar
Srinagar, Nov 17: Former Jammu and Kashmir chief minister Omar Abdullah on Saturday termed as “deeply disturbing” the killing of an 11th standard student in Shopian district of south Kashmir.
In a tweet, Omar said that the “cold blooded murder” of Nadeem Manzoor of Safnagri Shopian by the “Hizb ul Mujahideen” is “deeply disturbing”.
“There can be no justification for this act & should force those who sympathise with these outfits to question how these murders make Kashmir a better, freer place,” said Omar.
A purported video emerged on social media on Friday showing militants firing a volley of bullets on Nadeem.
In the video, the gunmen could be heard asking Nadeem why he tipped forces about two militants — Idrees Ahmad (ChotaAbrar) of Safnagri and Amir Amin (Abu Shoban) of Awneera — who were killed in a gunfight with forces in Safnagri earlier this month.
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