Foxtale has onboarded Tilak Varma as its brand ambassador, expanding its ongoing ‘Play On Till The Sun’s Gone’campaign for its sunscreen range.
Link: https://www.instagram.com/tilakvarma9/reel/DWVnjf_jdM4/
The partnership reflects a broader shift in the market, where young athletes are increasingly influencing categories beyond sport, including grooming and skincare. By associating with Varma, Foxtale aims to connect with a new generation of consumers who value authenticity and everyday relevance.
Moving away from traditional sports-led storytelling, the campaign places Varma in a relatable, everyday setting. The narrative focuses on routine behaviour, positioning sunscreen as an essential part of daily preparation rather than an occasional add-on. This approach aligns with the brand’s effort to normalise skincare as a consistent habit, especially for individuals spending extended time outdoors.
The collaboration also reinforces Foxtale’s product messaging around long-lasting sun protection, highlighting its relevance for active lifestyles.
Commenting on the association, Romita Mazumdar said Varma represents a new generation that is confident, grounded, and authentic-qualities that align with the brand’s vision. She added that the partnership aims to build a narrative where skincare becomes intuitive and seamlessly integrated into everyday routines.
With this move, Foxtale continues to shape culturally relevant conversations around modern skincare while strengthening its connection with younger audiences.
