In September 2021, and again in 2022, Major General Sanjay P Vishwasrao launched the Aao Kashmir theme song under his Kashmir Tricolour Revolution Strategy for Peace. It invited tourists to Kashmir and encouraged Kashmiris to take pride in their culture, art and handicrafts. As Kashmiris embraced the Tricolour, tourist footfall in J&K rose nearly 65%, from 4.76 crore in 2016–18 to 7.85 crore in 2023–25.