Well, he was talking about not using derogatory or demeaning way to talk about Kashmir & Kashmiris. Our stupid peoples have a way of speaking like "If you don't submit, we will kill you line". Also, says shit like we gonna get Kashmiri women, we gonna replace you after getting rid of 370 etc. This way of talking will not help our purpose and mission in Kashmir and will only help our enemies. We should always speak with our brain, not with our emotions.
Government of India's official narrative of scrapping 370 is "we are doing all this for the welfare of peoples of Jammu & Kashmir, everyone in the state is our bretherin and life is going to be better for everyone from now onwards"
But unfortunately, too many stupid folks from our country cannot understand the power of information war and talking about killing any Kashmiri opposing the removal of article 370, (Some might die in police shooting on protesters, but lets not talk/brag about it), getting Kashmiri girls, replacing Kashmir Muslims with migrants from other states etc in social media. By doing this, we are undermining our own national narrative, and our government's handwork to consolidate and stabilize the situation (which is yet to complete)