Foxtale

Foxtale has brought cricketer Tilak Varma on board as its brand ambassador, strengthening its ongoing campaign Play On Till The Sun’s Gone for its sunscreen range. With this move, the brand steps into a growing cultural space where young athletes influence not just sport, but also lifestyle, grooming, and skincare habits.

Moving beyond traditional sports endorsements

Foxtale does not position Tilak Varma in a typical sports setting filled with stadiums, intensity, and performance pressure. Instead, the campaign places him in an everyday environment, focusing on routine behaviour rather than highlight moments. This shift helps the brand break away from conventional sports advertising and brings the conversation closer to daily life.

By doing this, Foxtale removes the distance between the celebrity and the consumer. Tilak Varma is not shown as a larger than life athlete. He appears as someone going about his routine, making sunscreen feel like a natural part of getting ready rather than a special step.

Skincare becomes part of everyday preparation

At the heart of the campaign is a simple behavioural shift. Foxtale wants sunscreen to move from being an occasional add on to becoming a daily habit. The film reflects this by showing sunscreen as something that fits seamlessly into a routine, just like brushing teeth or stepping out prepared.

This positioning is important in a market where many consumers still use sunscreen only during vacations or extreme sun exposure. Foxtale reframes the category by highlighting everyday exposure to sunlight and encouraging consistent use.

Tilak Varma represents a new generation

Tilak Varma brings a fresh and relatable energy to the campaign. As a young athlete, he connects with an audience that values authenticity, simplicity, and confidence. His personality aligns with Foxtale’s attempt to build a more real and grounded narrative around skincare.

Romita Mazumdar, founder and CEO of Foxtale, highlights that Tilak represents a new generation of India that feels effortless and authentic. She explains that the collaboration is not just about linking sport with skincare, but about making skincare feel intuitive and relevant in everyday life.

Reinforcing product relevance for outdoor lifestyles

Foxtale uses this partnership to strengthen its messaging around long lasting sun protection. The campaign speaks directly to people who spend extended hours outdoors, whether for sports, travel, or daily routines.

By connecting sunscreen with an active lifestyle, the brand expands its relevance beyond beauty focused users and positions it as a functional essential for anyone exposed to the sun regularly.

Building a culturally relevant skincare narrative

The campaign reflects a broader shift in how skincare brands communicate today. Instead of focusing only on product benefits, brands are building cultural narratives that connect with changing lifestyles and behaviours.

Foxtale taps into this shift by combining a young sports figure with an everyday setting and a simple habit driven message. It avoids overcomplication and keeps the focus on making sunscreen easy to adopt.

A step toward habit driven skincare

With Tilak Varma as the face of its sunscreen category, Foxtale pushes a clear idea. Skincare should not feel like an extra effort. It should feel like a natural part of daily life.

Through this campaign, the brand works to normalise sunscreen usage and make it relevant for a wider audience. By blending sport, routine, and cultural insight, Foxtale positions sunscreen not as a seasonal product, but as an everyday essential that fits effortlessly into modern lifestyles.