Mumbai: Foxtale has unveiled its latest campaign film centred on the idea of “eternal glow,” onboarding actor Sonali Bendre as the face of the campaign. The collaboration positions Bendre as an embodiment of radiance that transcends age, trends and conventional beauty standards, as she fronts Foxtale’s Gluta-Vit C Advanced Brightening Serum.
The campaign takes an intimate, stripped-back storytelling approach, spotlighting Sonali Bendre’s natural luminosity, quiet strength and evolved self-assurance. Moving away from youth-led beauty tropes, the narrative reframes glow as a reflection of resilience, self-belief and consistency—qualities the brand associates with both the actor and its science-forward skincare philosophy.
Set against a serene, clinical-white backdrop, the film opens with Bendre calmly rejecting cosmetic injections, IV drips, syringes, fillers and glutathione shots, signalling discernment and trust in what she chooses for her skin. The story then pivots to a science-led alternative—Foxtale’s Gluta-Vit C Advanced Brightening Serum—introduced as a gentle yet effective solution powered by an antioxidant complex of glutathione and vitamin C. The formulation is positioned as delivering visible brightness, even-toned skin and long-term glow without extreme interventions. Clean visuals and sensorial shots build to a closing sequence that reinforces the message that eternal glow comes from the right science, not excess.
The association marks a strategic cultural shift for Foxtale, as the brand moves beyond traditional, youth-centric endorsements to align with a generation of women who prioritise authenticity, informed choices and long-term skin health over fleeting beauty ideals.
With this campaign, Foxtale strengthens its positioning as a science-led yet culturally resonant skincare brand, redefining the meaning of glow for the modern Indian consumer while expanding its relevance across age groups.
View this post on Instagram
