AD Agencies
TBWASri Lanka and Maliban bring humanity to the Till with ‘HumaniTill’
MUMBAI – In a powerful demonstration of creativity with purpose, TBWASri Lanka has unveiled a unique public engagement initiative called HumaniTill, developed in collaboration with its client Maliban and in partnership with the Meththa Foundation. The project is designed to restore mobility, independence, and dignity to people with disabilities across Sri Lanka.
Conceived by TBWASri Lanka, HumaniTill transforms the humble donation box into a symbol of empathy and hope. The installation takes the form of a life-sized human figure with a transparent prosthetic arm and leg – a striking reminder of the thousands who have lost limbs due to illness or accidents. More than just a creative execution, the initiative seeks to inspire action by connecting the act of giving with the tangible outcome of restoring someone’s ability to walk again.
“At TBWA, we always ask how creativity can fuel social impact. HumaniTill is not just a campaign; it’s a movement that embodies disruption with meaning,” said Renuka Marshall, managing director at TBWASri Lanka. “We are proud to collaborate with Maliban and Meththa Foundation on this purpose-driven journey.”
Launched during the sacred Poson Poya season in Anuradhapura – one of the most significant periods of religious observance in Sri Lanka – HumaniTill was placed at the holy sites of Jaya Sri Maha Bodhi and Ruwanwelisaya. With thousands of devotees in attendance, the campaign bridged spiritual generosity with life-changing outcomes.
To date, the initiative has collected enough money to fund the donation of three below-knee prosthetic limbs, with a fourth limb – leg or arm, depending on the waiting list – set to be provided in the coming weeks. Each prosthetic limb costs a minimum of Rs. 60,000 (approx. USD 200), with the basic, up-to-standard below-knee limb being the primary focus, ensuring maximum impact for every rupee raised.
“This was a moment where brand, culture, and compassion converged,” added Soruban Sivapatham, chief creative officer at TBWASri Lanka. “It’s rare to be part of an idea that’s so visually moving and deeply human. HumaniTill is a reminder that small acts can lead to profound change.”
As part of an ongoing program, HumaniTill will continue to be deployed across the country, inviting the public to participate in acts of giving that directly transform lives. The initiative is set to expand to 12 of the most prominent Buddhist temples in Sri Lanka, with two locations already completed. These events will coincide with the Poya holiday each month, harnessing moments of collective spirituality for meaningful action. Discussions are also underway to bring HumaniTill installations to prominent public spaces – such as malls and other high-traffic venues – further widening its reach and impact.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
