It looks like strategic messaging event. Few thoughts:
1) Cruise missiles don't wear from its path just like that. So, technical glitch is out of question. No midway destruction by controllers indicates that.
2) There was no exercise happening in that area, even air force exercise was already cancelled & no NOTAM. Missile was without warhead, why?
3) Missile landed nowhere close to any military target, but near population centre. So it can be on social media instantly and Pakistani establishment can't deny this event.
So, there must be something serious going on behind the scene i.e. like possibility of Afghan war veteran's intrusion into Kashmir. So, Indian govt needs to convey message regarding repercussions. 24 hrs delayed & timid response from ISPR indicating the same i.e. message received properly.