Foxtale brings on Tilak Varma to spotlight everyday sunscreen habits

Foxtale has appointed Tilak Varma as its brand ambassador, extending its ‘Play On Till The Sun’s Gone’ campaign for its sunscreen range.

The move reflects the brand’s push to align with a broader cultural shift, where young athletes are increasingly shaping conversations beyond sport, particularly in grooming and skincare.

Departing from conventional sports endorsement narratives, the campaign places Varma in an everyday setting, focusing on routine behaviour. It positions sunscreen as a daily essential rather than an occasional add-on, reinforcing consistent usage among consumers.

Through the partnership, Foxtale aims to strengthen its messaging around long-lasting sun protection, especially for individuals who spend extended periods outdoors.

Commenting on the association, founder and CEO Romita Mazumdar said Varma represents a new generation of India that is grounded, confident, and authentic. She added that the collaboration is designed to build more culturally relevant narratives where skincare becomes an intuitive, everyday habit, rather than a specialised routine.

The partnership underscores a growing trend of skincare brands leveraging emerging sports personalities to build relatability and drive everyday adoption of grooming products.