In the modest and scenic outskirts of Khag tehsil, central Kashmir’s Budgam district, Muneer Ahmad Dar, popularly known as “Muneer Speaks,” adjusts his camera, his voice steady and warm as he greets his audience. “Asalamalikum vumaid che ze tueh sari aasu thik,” he says, smiling into the lens. “Asalamalikum, hope you are all fine.”
Muneer's channel, Muneer Speaks, has evolved beyond a typical YouTube platform. It has become a living digital archive, a vibrant hub where thousands tune in to learn basic Kashmiri phrases, idioms, proverbs, stories about old heritage houses, traditional lifestyles, and information about people and places.
Muneer, a postgraduate in economics, has emerged as a social media sensation in the Valley, gaining immense popularity for the content he creates.
He represents a growing wave of digital creators leveraging social media to safeguard the Kashmiri language and culture, both of which face existential threats in the modern era.
Kashmiri, an Indo-Aryan language with roots stretching back over 5,000 years, is spoken by approximately seven million people in the Kashmir Valley, according to the 2011 Census. Yet UNESCO classifies it as “vulnerable.” The decline in usage among the youth is attributed to the growing influence of Urdu and English, and the dominance of mass media.
However, a band of determined online content creators is fighting back. These modern custodians are deploying innovative strategies to preserve and promote their heritage, with Muneer among the notable pioneers.
Muneer’s work strikes a balance between nostalgia and present-day relevance. His videos typically recreate Kashmir’s old settings, cleverly blended with contemporary situations, thus attracting a broad demographic. Older viewers find echoes of familiarity, while younger audiences discover a newfound appreciation for their heritage.
History of Kashmiri language
“Whereas the Kashmiri language has a rich past and literary history, the assertion that it is 5,000 years old faces challenges because it lacks an exhaustive textual or decoded archive,” Muneer explains.
He elaborates: “I read the Rajatarangini and other ancient texts. Our research process involves a deep, comprehensive exploration of historical sources. Only after meticulous verification do we upload new content, ensuring it is well-informed and grounded in established knowledge.”
Muneer’s journey began four years ago with a profound realisation. “Although I come from an economics background, I have always been deeply interested in history and old culture since my childhood,” he says. Observing the Kashmiri language disappearing from daily discourse, he turned to social media, convinced that it offered the best platform to revive both the mother tongue and traditional culture.
Dr Tariq Ahmad Bhat, who has recently completed his PhD from Kashmir University specialising in folklore and language, supports this effort. He states, “Kashmiri is an ancient and unique language, evidenced by its extensive early literature, folklore, and civilisation dating back to the 14th century.”
Dr Tariq cites research by academics like Professor Mohammad Yousuf Teng and Professor Shad Ramzan, who suggest that Kashmiri could be as old as 5,000 years based on ancient words, stories, and cultural traditions of the early Naag settlers.
Showcasing Kashmiri Poetry
Muneer is not alone in this mission. Similarly, Tauqeer Ashraf from Pulwama, barely out of his teens, has become a social media star for his unique videos.
Tauqeer has created a platform named Keashur Praw (“Kashmiri Shine”), aimed at spreading the Kashmiri language and preserving cultural identity. He purposefully uses social media to bridge geographical distances and overcome time barriers.
Launched in 2021, Keashur Praw has rapidly gained popularity. Tauqeer’s Instagram account alone has 118,000 followers, while his Facebook page boasts 84,000 followers. His videos often garner thousands of views, attracting a wide following both locally and among the Kashmiri diaspora.
Keashur Praw features Kashmiri poetry written by revered poets such as Sheikh-ul-Alam, Rasul Mir, Shams Faqeer, and Wahab Khaar. English translations accompany the poetry to make it more accessible to a wider audience, particularly the younger generation unfamiliar with traditional scripts.
A voracious reader of Kashmiri poetry, Tauqeer recently completed his Master’s degree in Geology from Kashmir University. Reflecting on his motivation, he says: “When I came to Srinagar for my Master’s, I saw most young students speaking Urdu and English. It sparked something inside me. I realised there was a need to do something for our mother tongue and prepared my mind to work for this mission.”
He adds: “Once I started, the response was extremely positive. Parents, students, and even Kashmiris based outside India reached out and encouraged me.”
With over 40 per cent of the world’s approximate 7,000 languages at risk of disappearing—many already extinct or partially lost—Tauqeer is determined not to let Kashmiri suffer a similar fate. “I am putting in my best efforts to preserve it,” he asserts.
Dr Tariq, however, offers a cautious optimism: “A language is not endangered as long as people still speak it and it is taught in schools. Kashmiri remains rich in history and continues to have a significant number of speakers, but yes, the impact of dominant languages like English and Urdu is undeniable.”
Kashmir’s Culture Finds a Home Online
Muneer Ahmed Dar, who runs Muneer Speaks, adopts a rich storytelling style. His content uncovers deeper aspects of Kashmiri culture, exploring its history, traditions, and folklore. Through meticulously narrated videos and posts, he unravels the narratives that have shaped Kashmiri's identity.
Moreover, Muneer’s work is marked by thorough research and attention to detail. His interviews with local historians, artists, and community elders ensure that his content remains accurate and authentic. His videos often feature these keepers of cultural knowledge, offering viewers first-hand exposure to Kashmiri traditions.
“It gives me immense pleasure once a video is completed and uploaded,” he says. “No matter how much effort and hard work it requires, it gives me emotional satisfaction—it is like food for the soul.”
Meanwhile, Keashur Praw serves as an important platform to record and share the language and cultural heritage of Kashmir. One of its most significant goals is to educate the younger generation about their roots.
Exposure to globalisation and modernisation is causing many young Kashmiris to lose their cultural identity. Tauqeer’s content acts as a bridge, linking them to their past and instilling a sense of pride in their heritage.
“Keashur Praw is a platform to present the cultural wealth of Kashmir,” says Tauqeer. “We have a wealth of old stories, traditions, and works of art that need to be documented and shared. For me, social media offers the ideal platform to do so.”
Muneer Speaks has a strong online presence, with 462,000 followers on Facebook and 75,900 on Instagram. His short lessons on Kashmiri grammar, proverbs, folktales, and riddles are well-received, featuring unapologetic use of the Kashmiri dialect, complete with idioms and phrases rarely heard today.
Life and traditions of Kashmir
Muneer Speaks is more than an online name; it has become a real voice that many Kashmiris connect with deeply. It is a space for genuine, unfiltered Kashmiri expression. Muneer’s content is often funny and relatable, capturing the real essence of daily life in the valley. His reels and videos are filled with local sayings and cultural nods, acting as a mirror reflecting the shared life and traditions of Kashmir.
Creators like Tauqeer are part of a broader movement using digital platforms to bridge generational gaps. Platforms like Instagram Reels, Facebook, and YouTube are deployed with humour, nostalgia, and education to make Kashmiri culture relatable to the younger generation.
“I want to make my friends and other young people laugh and learn, and also to make them think about our culture,” says Tauqeer, whose Facebook account boasts 184,000 followers.
“Our language is our identity; our stories are our legacy,” he emphasises. “We must keep them alive, not just for ourselves, but for the whole world.”
The National Education Policy 2020, relevant to note here, encourages the use of the mother tongue, local, or regional language as the medium of education until at least Grade 5, preferably till Grade 8 and beyond, in both private and public schools.
Dr Tariq stresses the importance of mother tongue education: “It is the responsibility of every parent to speak and teach their children the mother tongue. A language is not just words; it is a culture, a tradition, a unifying force, a history that shapes a community.”
The journey of these young creators is not without its challenges. “Despite the hurdles of maintaining this venture with low monetisation—due to a regional audience—and the constant effort required by a small team, often working alone, I remain committed to preserving the credibility and historical accuracy of my work,” says Muneer.
Tauqeer agrees, adding: “Monetisation is a crucial factor. Instagram does not pay for content in Kashmiri. Besides, travelling to different places and maintaining credibility is very challenging.”
The constant need to produce new content, strike a balance between tradition and modernity, and sustain audience interest are ongoing challenges. However, the sheer dedication and passion of these young creators help them push through adversity.
Their impact extends well beyond the digital realm. Their work has sparked a renewed interest in the Kashmiri language and culture among the youth. Despite hurdles, their contributions are fostering a deep sense of pride in Kashmir’s unique identity.
Role of Social Media in Cultural Preservation
Social media has revolutionised the way cultures are preserved and celebrated. Platforms like Instagram, YouTube, and Facebook allow people to share their language and heritage globally, connecting Kashmiris living far away with their roots.
The highly visual nature of these platforms makes them perfect for showcasing the beauty of the Kashmiri language and culture. Storytelling through images and videos keeps memories alive and helps a global audience appreciate Kashmir’s unique traditions.
Yet Dr Tariq strikes a balanced note. “Kashmiri is still widely used in daily life—from markets and street vendors to ancestral conversations and educational settings. It is also taught as a subject in schools,” he says. Therefore, he believes the situation is not alarming but stresses the need for multilingualism. “We should be multilingual—that is a source of pride for us,” he adds.
He acknowledges the revolutionary role of social media: “Social media is one of the best platforms. We should embrace it. It has a positive impact on language and cultural enhancement.”
In a fast-changing world, the digital guardians of Kashmir’s culture stand as beacons of hope, ensuring that the songs, stories, and soul of their land endure.
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