Chennai: Gen Z skincare brand NXTFACE has rolled out its latest campaign featuring Indian cricketer Jemimah Rodrigues, timed with the ongoing Women’s T20 League. The campaign marks a significant scale-up moment for the young brand as it sharpens its focus on visibility through a screen-first, digital-led media strategy.
As a Co-Presenter on Jio Hotstar, NXTFACE has anchored the campaign on OTT, supported by sustained visibility across YouTube and social platforms. The move reflects the brand’s understanding of evolving sports consumption habits in India, where audiences increasingly watch live matches across smart TVs and mobile screens simultaneously.
With smart TVs becoming commonplace across income segments and second-screen mobile viewing deeply embedded in everyday behaviour, OTT has emerged as a convergence point for both scale and precision. For NXTFACE, live sports viewing offered an opportunity to engage audiences during high-attention moments with minimal media fragmentation. By combining live match environments, mobile-first storytelling, and social amplification, the brand has ensured consistent presence across screens throughout the tournament.
At the core of the campaign is a short film built around the idea of a ‘NextGen Mindset’, reflecting changing perceptions of confidence, performance, and identity. Opening with the line, “From he played well to she played well,” the narrative parallels the rise of women’s cricket with a broader cultural shift in mindset.
The film features NXTFACE’s 100% Mineral Sunscreen SPF 50 PA++++, positioning sun protection as a daily essential rather than an occasional routine. Set against the backdrop of competitive sport, the campaign highlights real-world conditions such as heat, sweat, and prolonged outdoor exposure, aligning the product with active, modern lifestyles.
Commenting on the campaign, Dhamyanthi, Founder, NXTFACE said, “This campaign was designed around how India watches sport today, on smart TVs, on mobile screens, and often both at once. For a young brand like ours, the Women’s T20 League on OTT offered the right mix of scale, attention, and cultural relevance. It allowed us to engage meaningfully with the audience we are building for, with very little disconnect.”
Jemimah Rodrigues’ association with NXTFACE goes beyond a traditional endorsement. Her consistency, discipline, and relatability align with the brand’s belief that confidence is built through preparation and everyday choices, both on and off the field.
The campaign is further amplified through creator-led content, real-time social engagement, and contextual storytelling tied to live match moments, ensuring sustained visibility for NXTFACE across the Women’s T20 League tournament window.
