Foxtale brings cricket and skincare together with Tilak Varma led sun care push
CE DESK 
Homegrown skincare brand Foxtale has signed Tilak Varma as a brand ambassador and extended its “Play On Till The Sun’s Gone” campaign for Glow Sunscreen. The collaboration marks one of the brand’s most visible efforts to connect skincare with India’s youth culture by tapping a young cricketer whose image is built on discipline, consistency and everyday relevance.
Instead of framing the campaign around stadium action or celebrity glamour, the film places Tilak Varma in a quieter, more relatable moment as he gets ready to step out. That choice gives the communication a more natural tone and helps Foxtale present sunscreen as a basic part of personal care, much like any daily grooming ritual. The product promise is built around long-lasting sun protection without frequent reapplication, allowing the brand to tie convenience to routine.
The campaign also reflects a broader change in how sports personalities are being used in beauty and skincare advertising. Young athletes are increasingly being positioned not just as performance icons, but as modern lifestyle voices who influence grooming, wellness and self-care habits. Foxtale appears to be using Tilak’s grounded public image to make sun protection feel more gender-neutral, practical and culturally current.
The move fits the brand’s science-led positioning as well. Foxtale’s Glow Sunscreen is described as in-vivo tested, formulated with EU-approved new-generation UV filters and photostable for up to eight hours, giving the campaign a functional backbone beyond celebrity appeal. By pairing that promise with a fresh sports face, the brand is trying to turn sunscreen into a more instinctive everyday habit for young consumers.
