Photo from Never Forget Pakistan Facebook page showing photoshopped pellet gun wounds on the faces of Indian Prime Minister Narendra Modi, Bollywood actors and Facebook CEO Mark Zuckerberg Dozens of people have died and thousands more were injured in the most recent surge of unrest in Indian-administrated Kashmir. The latest episode began after security forces killed Burhan Muzaffar Wani, commander of the Kashmiri separatist group Hizbul Mujahideen. Protests turned violent on July 10, 2016, when Indian military forces opened fire on thousands of demonstrators who defied a curfew. Home to around 12 million people, Indian-administrated Kashmir is geographically divided between India and Pakistan; both countries have been involved in a decades-long dispute over claims to the valley. A number of politicians, separatist groups and rebels have been fighting for a right to self-determination. Today, Kashmir is the most densely militarised zone in the world, with a reported half a million soldiers. Over 50 people have reportedly been killed, with over 1,000 people injured. Indian forces have reportedly been using pellet guns to disperse crowds, resulting in serious injuries — some of them fatal. According to The Hindu, one Kashmiri hospital that treats only critical patients from as many as ten affected districts, had received 933 pellet cases as of the first week of August. By then, many people had had enough. Kashmiri activist and journalist Najeeb Mubarki — as well as other netizens — tweeted photos of victims affected by the crackdown: 11 year old at #Kashmir hosp. his card reads ‘pellet injuries..damage eyes..liver and spleen grossly’ #KashmirSiege pic.twitter.com/ipaqjk8zPz — najeeb mubarki (@najeebmubarki) July 12, 2016 An x ray of a #Kashmir boy hit by pellets…This evil weapon meant for beasts should be banned. @hrw @UN pic.twitter.com/flPyG0r1rO — Wasim Khalid (@WasemKhalid) July 12, 2016 Once similar photos of red-eyed Kashmiris — some as young as nine years old — emerged, mainstream media began to pay a bit more attention, but the advocacy group Never Forget Pakistan felt the situation was even more dire. Will the world care more about the violence in Kashmir if it impacted people they know? This question was the impetus behind the awareness campaign #IndiaCantSee. The campaign posted photos of famous celebrities like Indian premier Narendra Modi, cricketer Virat Kohli, actors Shah Rukh Khan and Amitabh Bachan, and Facebook CEO Mark Zuckerberg, all with their faces photoshopped to show pellet injuries. What if you knew the Victim? #IndiaCantSee #LetKashmirDecide https://t.co/FvNxTsrHNV — Haseena ♕ (@anitaommer1) August 4, 2016 80 more injured & 6000 pellet cartridges used in #Kashmir so far by Indian Forces #IndiaCantSee #LetKashmirDecide pic.twitter.com/vxyQEolZ5M — Jibran Nasir (@MJibranNasir) August 5, 2016 The campaign received a lot of traction, but critics say that it might have done more harm than good to the movement in Kashmir, since it was spearheaded by a Pakistani group. Kashmiri activists often face threats and smear campaigns, accusing them of working with the Pakistani state or extremist groups against Indian sovereignty. Indian writer and editor Chintan Girish Modi explained his reservations about the campaign: This is why I'm skeptical of social media campaigns that grab eyeballs but are terribly thought through — causing more damage than good. After the Pakistani campaign that ran morphed images of Indian celebrities with make-believe injuries from pellet guns, there's now an Indian campaign with morphed images of Pakistani celebrities with similar injuries on their faces. The first campaign was done in the name of highlighting human rights abuses in Kashmir, and was appropriated by Pakistanis to talk about how Indian Administered Kashmir is so fucked up while Pakistan Administered Kashmir is oh-so-awesome. Zero ownership for how the Pakistani state supports terrorism/jihad (pick your term) in Kashmir. The second campaign was done by Indians who want Pakistanis to take a good long look at their terrible human rights record before they talk about AFSPA [the Armed Forces (Special Powers) Acts that give special powers to the Indian Armed Forces] and state sponsored armed violence/terrorism (pick your term) in Indian Administered Kashmir. I won't be surprised if Indians use this to prove their chest-thumping patriotism instead of looking at how we are alienating Kashmiris of all religions, and have our own terrible human rights record. Social media is such a powerful tool for dialogue and diplomacy but looks like it is being used for a digital war. Once again, the voices from Kashmir are being drowned out by Pakistanis and Indians.