JWT partners Tata Pravesh, urges people to make positive moves

30 Nov,2018

By A Correspondent


To spread awareness on the need to include HIV patients, the team at J Walter Thompson identified a unique initiative which is being supported by OFFER (Organisation for Friends, Energies and Resources founded by Kallol Ghosh) and came up with a digital film.


Conceptualised by J Walter Thompson, the digital film called ‘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 the open the doors of hope for these bravehearts.


Sharing his views on this unique film, P Anand (Chief – Services & 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.”


Added Vijay Jacob Parakkal, Senior VP & Managing Partner, J Walter Thompson, Kolkata says: “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.



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