The recently developed music video by the Khyber Pakhtunkhwa Tourism Corporation, USAID and PDMA-PaRRSA, Zindgai Hai Yahan, is a manifest of the valley’s lush green mountains, crystal-clear blue waters, stony tracks in the mountainous regions, brimming hot tea cooked on coal stoves in roadside cafes, barbeque food, etc, all relished through a photographer’s lens. What the video succeeds in is familiarising viewers with a lifestyle that is simple and close to nature.

Directed by Zeeshan Perwez, the video exposes Swat at its best, thanks to the sharp eye of Kohi Marri who captures the images. Meesha Shafi sings the background score the lyrics of which are by Riaz-ur-Rahman Sagar, while Saima Mumtaz and Asad Abbas present supporting segments.

The Zindgai Hai Yahan video is largely and rightly seen as an effort to bring back tourists and to rebuild Swat’s infrastructure, especially the hotel industry. Having said that, it could have also offered assurances at one’s personal safety rather than merely exposing the familiar picturesque sites.

One doesn’t see exactly how life in Swat has returned to normalcy as there are hardly any images of local women going about their chores. I strongly feel these points would have further emphasised the effort worthy of such an investment. — S.S.N.