Kashmir Calling | 1949

Kashmir Calling, 1949, Designer Unknown

This vibrant travel poster depicts the picturesque Kashmir Valley in bold, stylised colours. In the foreground stands a Kashmiri shepherd in traditional dress - a long brown coat and white trousers - surveying an idyllic pastoral scene where other shepherds tend to their flock of white goats or sheep on a bright yellow meadow. The landscape features a stunning composition of colours with rich green trees framing the scene and a dramatic blue mountain on the left. In the background, snow-capped Himalayan peaks rise majestically against a pale blue sky. The entire scene evokes a sense of tranquillity and natural beauty. At the bottom of the poster, "KASHMIR CALLING" is emblazoned in large purple capital letters against a white background, with a small line of text beneath indicating it was printed by the Ministry of Information and Broadcasting, Government of India.

This poster was created in 1949, just two years after India gained independence from British rule in 1947. Kashmir's status was particularly significant during this period, as the region became a contested territory between newly formed India and Pakistan following partition. This tourism promotion poster was part of India's efforts to establish tourism in the region and assert its presence in Kashmir. The Ministry of Information and Broadcasting, formed after independence, played a crucial role in promoting Indian culture and tourism both domestically and internationally. The poster's depiction of Pahalgam (which means "valley of shepherds" in Kashmiri) showcases one of Kashmir's most popular tourist destinations, known for its meadows and Himalayan backdrop. The pastoral scene deliberately emphasizes Kashmir's traditional way of life and natural beauty, presenting it as an unspoiled paradise to potential visitors during a time when international tourism was beginning to expand following World War II.