Ad Campaigns
Publicis Groupe’s Working with Cancer issues a wake-up call to all with an integrated campaign
Mumbai: Working with Cancer, the cross-industry coalition formed by Publicis Groupe to erase the stigma and insecurity of cancer at work, is launching a global ‘wake-up call’ urging everyone to play their part in supporting colleagues with cancer.
After being diagnosed and treated for cancer last year, Publicis Groupe CEO Arthur Sadoun launched Working with Cancer at the World Economic Forum in Davos on 17th January. Today the program is an alliance of major international companies united by a pledge to create an open, supportive and recovery-forward culture for cancer sufferers. Founding partners include Abbvie, Adobe, Bank of America, BNP Paribas, BT, Citi, Google, Haleon, Labcorp, L’Oréal, Lloyd’s, LVMH, Marriott, McDonald’s, Meta, Mondelez, Microsoft, MSD, Nestlé, Omnicom, Pepsico, Renault Group, Sanofi, Toyota, Unilever, Verizon, and Walmart, the world’s largest private employer.
Walmart president & CEO Doug McMillon, “Walmart is proud to partner with Working with Cancer and others to eliminate the workplace stigma of a cancer diagnosis. Our purpose is to help people save money and live a better life, and supporting the health and well-being of our own associates, including those who have been diagnosed with cancer, is at the core of that purpose. Together we can make the workplace better for those living with cancer and make a positive impact on people’s lives.”
Working with Cancer is now setting its sights on the wider world, through a wake-up call in time for World Cancer Day. It is anchored in the stark reality that half of us will be diagnosed with cancer in our lifetime, so all of us have a responsibility to support cancer patients at work. Central to this call is a campaign film, ”Monday” directed by Elena Petitti Di Roreto and Martin de Thurah, which depicts the often harrowing journey of cancer patients and the vital importance of workplace support. Many of the crew behind “Monday” are cancer survivors and caregivers themselves, bringing personal and authentic resonance to a film that highlights a universal issue.
Because driving social change in the workplace can often take years, Publicis is harnessing the power of creativity and mass media to accelerate momentum and adoption. A fully integrated campaign supported by $100 million in media generously donated by partners like Disney/ABC, NBCU, Warner Bros Discovery, Paramount, Fox, Roku, Snap, iHeart, Tiktok, YouTube, NCM, Screenvision, Clear Channel, Lamar, Zeta and Meta, who are contributing one billion impressions, will ensure this wake-up call is heard by all. Publicis Groupe will also contribute by becoming the first holding company to purchase and invest in a Super Bowl spot.
Publicis Groupe chairman & CEO Arthur Sadoun said, “Thanks to the coalition of our partners and the support of the World Economic Forum, Working with Cancer is already positively impacting the lives of 20 million people. Of course, we will continue to rally more companies to the movement. But just as vital is the role all of us can play by standing with our colleagues with cancer. That is why we are launching a call not only for awareness, but for action from everyone, to create a real cultural shift in the workplace.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
