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Updated - February 09, 2026 at 06:15 AM.

AI company Anthropic’s Super Bowl commercials mocking rival Open AI for bringing advertisements to ChatGPT conversations have gone viral. Dramatically titled ‘Betrayal, Deception’, the set of four ads features scenarios where users asking for help — for example, a workout plan or mental health therapy advice — are suddenly confronted with furious sales and marketing pitches. Claude, on the other hand, promises an ad-free experience. The ads have forced a response from Sam Altman. Round one to Claude.

Love in the times of AI

Cadbury has really been owning the Valentine’s Day space with its ‘Say it with Silk’ campaigns. The 2026 version offers a contemporary take on romance in an AI-driven world. As artificial intelligence begins to assist with conversations, suggestions, and even emotional expression, the film shows how algorithm-driven convenience cannot compete against human emotion. It showcases all the things about love that AI could never think of. Extending beyond the film, the campaign has a music video integration and a large-scale influencer activation.

Beating the odds

Giant out-of-home cut-outs of elite and everyday athletes by Nike are popping up at landmark places in Mumbai to inspire everyone to dream big. For instance, cricket athletes Jemimah Rodrigues, Tilak Varma, Shubman Gill, Shreyas Iyer and Shafali Verma will feature in the month-long-campaign. A campaign film with an anthem reminds athletes that while the road to the top can feel intimidating, self-belief is the first step in proving the odds wrong. The campaign kicked off with a 40-ft installation of three-year-old cricket prodigy Debark Maity.

Chasing excellence

Lead sponsor of the Indian cricket team, Apollo Tyres’s brand new campaign, ‘Har Safar Mein Dum Hai’, is imbued with patriotism even as it pushes its message of performance endurance and reliability. The film features brand ambassador Sachin Tendulkar alongside Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Arshdeep Singh in national jerseys. Set to AR Rahman’s iconic anthem Maa Tujhe Salaam, the film traces the journeys of the cricketers since childhood, and their families, who have gone to extraordinary lengths to turn their dreams into reality.

Win over weight

Cipla’s nationwide awareness campaign ‘Win Over Weight’ wants people to move beyond weight-focused stigma and towards improved health, confidence, and quality of life. With an aim to reshape how obesity is perceived in India, the campaign places everyday health improvements — like better mobility and quality of life— at the centre of the conversation, positioning medical consultation as a positive and empowering step, not a last resort.

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Published on February 9, 2026

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