According to KMS, the photo campaign titled `What if you knew the Victim? #IndiaCantSee' was aimed at sensitizing masses in a creative way.
The photo-series highlights the debilitating stories of pellet victims by editing the faces of celebrities and politicians - known otherwise to voice their opinion on global platforms – to resemble the victims'.
Celebrities whose faces have been used in the pictures include facebook founder, Mark Zakersberg, Bollywood stars, Amitabh Bachchan , Shah Rukh Khan , Hrithik Roshan, Cricketer, Virat Kohli and politicians like Congress President, Sonia Gandhi, and the puppet Chief Minister of occupied Kashmir, Mehbooba Mufti .
Muhammad Jibran Nasir in an interview said, the main purpose of starting this campaign was to wake up the dead empathy of all of us as humans. "If there is a picture of a Kashmiri kid, standing in front of Indian army tank, most of us will scroll pass it or flip the page. But if there are images of these personalities, every one of us will stop, see and read the post.
This is our main purpose, we want to highlight the atrocities in Kashmir," he said.
While answering about the letters included in the post, he said that these all letters were real and had been taken from different newspapers. "These are the real stories of the valley, including the letters written by the doctors," he pointed out.
"You know these faces. Does that make the tragedies more important? The stories in the letters are real. The names signed under the letter are real. Just the victim you see in the picture is not real. But do you care what the profile of the victim is for you to sympathise and empathies with them? For you to speak for them why do we need to glamourise a tragedy in order for people to pay attention? Have we all become that numb? Nasir said.
About the idea of the campaign, he said that it was basically his concept and Murtaza Abbas and Batool did the Photoshop work. "It is a team work and we have planned to expand this campaign, and in the next step we will include the global leaders in the post."