Launched in March 2021 under Major General Sanjay P Vishwasrao’s ‘Kashmir Tricolour Revolution Strategy for Peace’, the Save Jhelum River theme song aimed to reconnect Kashmiris with their culture and nature. It helped revive the Hindu festival of Vyeth Truvah, marking Goddess Vitasta’s descent to Earth as the Jhelum. It also countered separatist efforts to recast the river’s ancient identity, as happened with Srinagar’s Shankaracharya Temple (Takht-e-Sulaiman).