Every year on 31st May, the world comes together to observe World No Tobacco Day (WNTD), a campaign spearheaded by the World Health Organization (WHO) to raise awareness about the devastating health effects of tobacco consumption and to advocate for effective policies that reduce tobacco use. While the campaign is global, its message resonates strongly in Jammu and Kashmir, where the growing prevalence of tobacco use among youth and vulnerable populations has become a silent public health crisis. Tobacco use is one of the leading causes of preventable death globally, killing over 8 million people each year, according to WHO. In Kashmir, the problem is compounded by a complex mix of socio-political unrest, mental health challenges, and weak enforcement of anti-tobacco laws. A 2022 report by the Government Medical College Srinagar revealed alarming trends—more than 26% of the adult population in the Valley uses some form of tobacco. Even more concerning is the rise of smokeless tobacco and hookah use among teenagers and college students. In terrorism-affected areas like Kashmir, tobacco often becomes a coping mechanism for stress, anxiety, and trauma. The long-standing crisis has created an environment where mental health issues are rampant, and support systems are fragile. In such a scenario, tobacco becomes both a symptom and a catalyst of deeper health issues. The mental health–tobacco nexus in Kashmir deserves focused attention from policymakers, healthcare professionals, and civil society. World No Tobacco Day 2025 focuses on “Protecting Children from Tobacco Industry Interference.” This theme is deeply relevant in Kashmir, where multinational tobacco companies subtly market their products through attractive packaging and youth-friendly advertising tactics, bypassing community-level scrutiny. Despite regulations under the Cigarettes and Other Tobacco Products Act (COTPA), 2003, enforcement remains weak. Vendors near schools continue to sell cigarettes, and public smoking is rarely penalized. But there is hope. Several local initiatives, like anti-tobacco awareness drives by NGOs such as Voluntary Health Association of India (VHAI) and student-led campaigns in colleges across the union territory are creating grassroots resistance to tobacco normalization. Schools and madrassas have also begun integrating anti-tobacco messages into their curriculums. The observance of World No Tobacco Day must be more than symbolic in Kashmir—it must be a clarion call to action. The government should strengthen enforcement of existing laws, invest in cessation programs, and address the mental health factors that drive tobacco use. Civil society must empower youth to resist industry manipulation. And above all, we must collectively reaffirm the right of every Kashmiri—young or old—to a healthy, tobacco-free life. This WNTD, let us not just raise slogans, but raise our voices for a healthier Kashmir.