Mumbai: Foxtale is celebrating four years of building one of India’s most loved skincare brands with a high-decibel, culture-first birthday campaign that blends nostalgia, internet humour and skincare innovation. As part of its Annual Big Fox Birthday, the brand has partnered with pop-culture icon Himesh Reshammiya for a campaign that leans into entertainment-led storytelling rather than conventional anniversary marketing.
Titled “TAN-doori Days”, the campaign film is a playful reimagining of Reshammiya’s iconic track Tandoori Nights, adapted through Foxtale’s skincare universe. The narrative transforms tan removal into a cinematic spectacle, complete with dramatic gym entries, meme-ready dialogues, familiar pop references and Foxtale’s signature purple aesthetic, anchored by its viral Skin Radiance Mask. Designed as entertainment-first content, the campaign uses nostalgia as a strategic lever, tapping into an instantly recognisable cultural moment through a skincare lens.
Himesh Reshammiya leans fully into parody, embracing self-aware humour and swagger while playing off his larger-than-life screen persona. Channeling elements of his cult character Badass Ravi Kumar, his exaggerated entry sets the tone for the film, with workout sequences punctuated by iconic one-liners and an unexpected skincare reveal featuring Foxtale products tucked inside his jacket. Delivered with trademark intensity and unbroken eye contact, the film draws heavily from internet lore that has lived on through memes, reels and reaction videos for years.
The collaboration also underscores Foxtale’s broader brand strategy of partnering with personalities who resonate strongly with its young, internet-native audience. Following earlier celebrity-led campaigns with Orry, Shalini Passi and Neena Gupta, the brand’s fourth anniversary campaign signals a bigger, bolder and more unapologetically playful approach—anchored in cultural relevance and shareability.
With “TAN-doori Days”, Foxtale goes beyond marking a business milestone. The campaign reinforces the brand’s positioning as one that understands pop culture and knows how to turn skincare into a moment audiences want to engage with and talk about—online and beyond.
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