Srinagar, April 27, 2025 – Days after the devastating Pahalgam terror attack that killed 26 people on April 22, actor Atul Kulkarni arrived in Kashmir to launch his ‘Chalo Kashmir’ campaign, encouraging tourists to visit the Valley and bolster its struggling tourism sector.
Kulkarni, celebrated for his roles in Rang De Basanti, shared a heartfelt poem on Instagram, translated into English:
Let’s go to Kashmir, come along
Walk by the Sindhu and Jhelum’s song
Hear the essence of Kashmiriyat’s call
Be the voice of Kashmiris, one and all
Accompanied by hashtags like #ChaloKashmir and #DefeatTerror, his message is a rallying cry for unity. “Terrorists want us to shun Kashmir. We must challenge their narrative by visiting in large numbers,” he said, describing the haunting emptiness of Srinagar’s streets and near-deserted flights to the Valley.
During his visit to Pahalgam, Kulkarni met tourists from Tamil Nadu, emphasizing the importance of cultural exchanges to build stronger bonds. Local residents, holding placards denouncing terrorism and waving the Indian tricolor, echoed his call for resilience. The attack, designed to cripple Kashmir’s economy and sow communal discord, has prompted a sweeping security response. Authorities have demolished the homes of 10 terrorists, detained numerous overground workers, and identified 14 local militants aiding foreign operatives.
Aligning with Chief Minister Omar Abdullah’s appeal to sustain tourism, Kulkarni’s campaign has struck a chord across India. His efforts, widely shared on X, have inspired many, with one user commenting, “Atul Kulkarni’s ‘Chalo Kashmir’ is a powerful stand for Kashmiriyat and against terror.” By promoting tourism, Kulkarni aims to uphold Kashmiriyat—the Valley’s syncretic cultural ethos—and counter fear with compassion and solidarity.
The Pahalgam attack has also escalated India-Pakistan tensions, with India suspending a key water treaty and closing the Attari-Wagah border crossing. Pakistan has denied involvement, calling for a neutral probe. Amid these challenges, Kulkarni’s initiative stands as a beacon of hope, urging Indians to embrace Kashmir’s beauty and support its people in defeating terrorism.