The incident took place in the Kel area on the line of control with India, and the military said a rescue operation was under way.

"Three soldiers embraced shahadat (martyrdom). Eight soldiers and 10 civilians are also missing," the military said in a statement, adding that the landslides were a mixture of mud and snow.

A first landslide hit early Friday, killing the three soldiers, said Raja Saqib Majeed, deputy commissioner of Neelam district, of which Kel is part.

Later in the morning the 10 civilians and eight soldiers made it to the site to search for, he told AFP.

"Another landslide hit this rescue party and they were buried under it," he added.