Foxtale has released a new advertisement featuring Shah Rukh Khan
CE DESK 
Foxtale has released a new advertisement featuring Shah Rukh Khan. The film asks viewers to look beneath the surface when it comes to skincare. This is the second film in Foxtale’s campaign with the Bollywood star. The first one introduced the brand’s ‘Surface to Source’ philosophy. The new film builds on that idea with a simple but powerful metaphor.
The core message is straightforward. The problem you can see on your skin is not always the problem you need to fix. Skincare has traditionally been built around treating what appears on the surface. Foxtale argues that this approach can miss the root cause. Instead of repeatedly addressing visible concerns, the brand says it focuses on identifying and fixing the source of the issue. The campaign ties this to Foxtale’s broader message: ‘Let Your Glow Through’. The idea is that skincare should remove what is preventing the skin’s natural appearance from coming through.
In the film, Shah Rukh Khan is shown trying to fix a dead plant. He starts by working on the leaves and the outer surface. Nothing changes. The plant remains dry and lifeless. He then realises that the real problem lies below. He waters the roots instead. Slowly, the plant begins to recover. This visual serves as a metaphor for skincare. What looks like a surface issue may actually be caused by something deeper. Addressing the root can bring lasting change.
The campaign uses a non-product-led narrative. Shah Rukh Khan does not talk about specific Foxtale products. He does not list ingredients or claim quick fixes. Instead, he communicates the brand’s philosophy in a relatable way. The film is warm, simple and easy to understand. It avoids technical jargon. The focus is on shifting how people think about skincare. This approach fits Foxtale’s positioning as a brand that educates consumers while selling products.
Foxtale was founded by entrepreneur Mona Agrawal. The brand has grown quickly in India’s competitive skincare market. It sells online and through select retail partners. Its portfolio includes cleansers, serums, moisturisers and targeted treatments. The ‘Surface to Source’ idea is central to how Foxtale explains its formulations. The brand says it designs products to work from the root of a concern up to the surface. This campaign with Shah Rukh Khan is meant to make that idea stick in consumers’ minds.
Shah Rukh Khan’s involvement adds significant reach and credibility. He is one of India’s most recognised celebrities. In 2026 alone, he has announced partnerships with several brands. These include Visa, Ultravolt, Vi and Foxtale. For Foxtale, having him front the campaign helps it stand out in a crowded market. It also signals that the brand is serious about building long-term equity, not just pushing short-term sales.
The film is running across digital and social media platforms. It is part of a larger push by Foxtale to strengthen its brand story. The first film in this series introduced the ‘Surface to Source’ concept. This second film deepens that narrative with a clear visual metaphor. Together, the two films aim to make Foxtale’s philosophy memorable and easy to explain. For a skincare brand, this kind of clarity can be a strong differentiator.
