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On World AIDS Day, JWT and Tata Pravesh urge people to make a positive move

The film ‘The Positive Move’ tells the stories of a few HIV positive teenagers who refused to give up and dared to start their own cafe

Click on the Image to watch the Video.

On the eve of World AIDS Day, December 1, J Walter Thompson (JWT) and Tata Pravesh, in a unique initiative, have come up with a digital film to shun prejudices against HIV positive people. The film supported by a Kolkata-based NGO named OFFER (Organisation for Friends, Energies and Resources), founded by Kallol Ghosh, reflects how HIV positive people can live a normal and better life if society welcomes them with an open heart.

The film, ‘The Positive Move’ tells the stories of some HIV positive teenagers who refused to give up, dared to dream and gave birth to ‘Café Positive’ — Asia’s first café run only by HIV Positive people. The film portrays how these people were neglected emotionally and physically by their friends, families and society and then goes on to show how instead of fading away, they started a café with their own initiative and how a few good people stepped forward to open the doors of hope for these brave hearts.


Sharing his views on this unique film, P Anand (Chief, Services and Solutions, Tata Steel) said, “We, at Tata Steel, have always been concerned about being a true corporate citizen and firmly believe in a closely bonded society. The idea emanating from the film is to go forth and tell this story about how one can survive and thrive when doors of hope are collectively opened.”

Vijay Jacob Parakkal, Senior VP and Managing Partner, J Walter Thompson, Kolkata, said, “We found the Café Positive story of grit, determination and acceptance by people very touching. It does open our doors of perception. We are thrilled to partner with the Tata Pravesh marketing team to tell this story with a powerful message on the World AIDS Day.”

Arjun Mukherjee, VP and ECD, J Walter Thompson, Kolkata, said, “When it comes to how society treats HIV positive people, of all things, there needs to be a big shift in behavioural change. This film shows that, along with spreading HIV awareness, if the society in general welcomes these people with open arms, they can bounce back and contribute to mainstream living.”

The campaign:


Client: Tata Pravesh

Agency: J Walter Thompson

Managing Partner: Vijay Jacob

Chief Creative Officer: Senthil Kumar

VP and ECD: Arjun Mukherjee

Senior Creative Director: Partha Chowdhury

Creative Director: Tandra Chakravarty

Copywriter: Kaushik Roy, Nuzhath Enayath

VP and CSD: Sayam Bhadra

AVP and CSD, Digital: Surojit Sen

Digital Team: Soham Sengupta, Sulakshana Goswami

Client Servicing: Nilanjan Sarkar

Production House: Made in Kolkata

Director: Abhishek Sinha

Music Director: Ribhu

Vocalist: Lagnajita

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