Foxtale has announced its latest collaboration with cricket Tilak Varma, extending its ongoing “Play On Till The Sun’s Gone” campaign for the Glow Sunscreen. Positioned as the first in a series of planned collaborations, the partnership reflects a broader cultural shift where young cricketers are evolving beyond sport to become influential voices in grooming and skincare.
The company states that this appointment is designed to capitalise on a cultural shift, noting that young athletes are increasingly viewed as influential figures within the grooming and skincare sectors. Foxtale representatives draw a direct comparison between Varma’s reputation for sporting reliability and the intended effectiveness of their skincare products under real-world conditions. The brand claims this marketing approach aligns with a broader consumer trend of integrating discipline and self-care into daily routines.
In a deliberate departure from traditional sports endorsements, Foxtale notes that its campaign film avoids depicting the athlete in active gameplay. Instead, the promotional narrative focuses on an everyday setting where Varma is shown applying sunscreen before leaving his home.
According to the brand, this creative direction is intended to position the Glow Sunscreen as a daily necessity rather than a sports-specific product. The company asserts that the advertisement reinforces the product’s claims of long-lasting protection that does not require frequent reapplication, aiming to encourage a habit-led approach to sun defence amongst its target demographic.
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