Foxtale has partnered with rising cricket star Tilak Varma, extending its 'Play On Till The Sun’s Gone' campaign for its Glow Sunscreen.
The collaboration marks the first in a series of planned associations with the young athlete, tapping into a broader cultural shift where emerging cricketers are influencing grooming and skincare habits among younger audiences.
Moving away from traditional sports endorsements, the campaign film places Varma in an everyday setting rather than on the field, highlighting sunscreen as a non-negotiable part of his routine. The narrative underscores the product’s promise of long-lasting protection without frequent reapplication.
Commenting on this partnership, Romita Mazumdar, Founder and CEO at Foxtale, says, “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.”
By aligning Varma’s consistency and reliability as a middle-order batsman with its own product positioning, Foxtale aims to reinforce its image as a dependable, science-led skincare brand suited for real-world conditions.
With this move, the brand continues to build culturally relevant storytelling at the intersection of sport and skincare, positioning sun protection as an intuitive daily habit for consumers.
