NXTFACE has launched a new digital-first campaign featuring Indian cricketer Jemimah Rodrigues, strategically timed with the ongoing Women’s T20 League. The campaign is anchored on Jio Hotstar, where the brand appears as a co-presenter, and is further amplified across YouTube and social media platforms to ensure consistent visibility throughout the tournament.

The initiative reflects NXTFACE’s focus on OTT-led media planning, aligning with evolving sports-viewing habits in India. With audiences increasingly consuming live matches across smart TVs and mobile screens-often simultaneously-the campaign is designed to maintain a strong, multi-platform presence during key match moments. This approach allows the brand to stay top-of-mind during high-attention viewing periods.

At the heart of the campaign is a short film built around the idea of a ‘NextGen Mindset’. Opening with the line, “From he played well to she played well,” the film uses women’s cricket as a metaphor for broader shifts in language, perception, and cultural norms. It draws parallels between the rising prominence of women in sport and changing attitudes toward equality and representation.

The campaign features NXTFACE’s mineral sunscreen, positioned within the context of outdoor sport and prolonged exposure to heat and sunlight. By placing the product in match-like conditions, the brand frames sun protection as a daily essential rather than an occasional add-on.

Founder Dhamyanthi noted that the Women’s T20 League on OTT offered the right blend of scale, relevance, and audience attention for a young brand. Beyond the film, the campaign is supported by creator collaborations and real-time social content aligned with live match action, reinforcing themes of preparation, consistency, and everyday care.