Foxtale, the homegrown skincare brand, has announced the rising cricket sensation, Tilak Varma, as its face for its ongoing “Play On Till The Sun’s Gone” campaign for the Glow Sunscreen.
This commercial is the first of numerous planned partnerships with the young athlete, and it capitalises on a new cultural shift in which young cricketers are emerging not only as sports stars but also as aspirational voices in grooming and skincare.
As cricket continues to define Indian youth culture, a new generation of sportsmen is redefining influence by instilling discipline, consistency, and self-care in daily routines. Tilak Varma exemplifies this transition. As a middle-order batter, he is known for his calm demeanour and dependability, which perfectly complements Foxtale’s approach to skincare: effective, dependable, and designed for real-world use.
Bringing together the worlds of sports and skincare, the campaign is a welcome change from traditional athlete sponsorships. Instead of on-field action, the film shows Tilak in a peaceful, ordinary moment before stepping out. Through an understated storyline, the film emphasises sunscreen as a must-have in his regimen, reaffirming the product’s main promise of long-lasting protection without the need for frequent reapplication.
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 cooperation, Foxtale offers its Glow Sunscreen as an important daily protection for those who spend time in the sun, whether on the cricket pitch or in everyday life.
Foxtale’s marketing strategy continues to grow with this shift, as it anchors itself at the crossroads of science-led skincare and culturally relevant narrative, while utilising Tilak Varma’s expanding popularity to push a more intuitive, habit-led approach to sun protection.
