Mumbai: Foxtale has announced the onboarding of Tilak Varma as Campaign Face of the Brand, extending its ongoing “Play On Till The Sun’s Gone” campaign for its Glow Sunscreen range.
The partnership marks the first in a series of planned collaborations between the homegrown skincare brand and the rising cricket star, tapping into a growing cultural shift where young athletes are emerging as influential voices beyond sport, particularly in grooming and skincare.
As cricket continues to shape youth culture in India, a new generation of players is redefining influence by integrating discipline, consistency, and self-care into everyday routines. Tilak Varma, known for his composure and reliability as a middle-order batsman, embodies these values—aligning closely with Foxtale’s positioning of effective and dependable skincare solutions.
The campaign takes a distinct approach to athlete endorsements, moving away from on-field narratives. Instead, it captures Tilak in a quiet, everyday moment as he prepares to step out, subtly reinforcing sunscreen as an essential part of his daily routine. The film highlights the product’s promise of long-lasting protection without the need for frequent reapplication.
Commenting on the partnership, Romita Mazumdar, Founder and CEO at Foxtale, said, “Tilak represents a new generation of India – grounded, confident, and effortlessly authentic. As a brand, we are constantly looking to connect with consumers in ways that feel real and relevant, and Tilak’s personality aligns seamlessly with that vision. This collaboration is not just about bringing together sport and skincare, but about building a narrative where skincare becomes an intuitive, everyday habit. We’re excited to partner with him as we continue to shape more culturally resonant conversations around modern skincare.”
Through this collaboration, Foxtale aims to position its Glow Sunscreen as an essential daily defence for individuals exposed to the sun, whether on the cricket field or in everyday life.
With this move, the brand continues to evolve its communication strategy by blending science-led skincare with culturally relevant storytelling, while leveraging Tilak Varma’s growing influence to promote a habit-driven approach to sun protection.
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