This week, Foxtale, the homegrown skincare brand, has firmly established itself as a category leader by owning the sunscreen conversation across platforms – from viral pop-culture moments to disruptive print innovation. With two sharply executed campaigns launched in quick succession, the brand has turned everyday sun protection into one of the most talked-about topics of the week.
Leading the conversation, Foxtale took a multipronged approach for their sunscreen, blending high-impact print media with a viral social media narrative. The brand dominated physical spaces with a bold full-page cover wrap in a newspaper ad, featuring an interactive “Screen your sunscreen” challenge that invited readers to physically test the longevity of their sun protection.
By integrating a UV sticker card directly into the newspaper, Foxtale transformed a traditional advertisement into a hands-on experiment, encouraging consumers to switch to their formula for longer-lasting, 8-hour photostable defense. Backed by 100% New-Gen UV Filters, Foxtale’s sunscreen has been brought to the forefront of real-world testing, setting a new benchmark for transparency and credibility in sunscreen marketing.
Complementing this physical touchpoint, the brand also launched a sharp, culturally tuned digital campaign titled #UVkiChutti. This celebrity-led collaboration featured Hazel Keech and Yuvraj Singh, using playful couple banter and a cheeky “cancellation” of UV rays to create a massive pop-culture moment. Between the interactive print test and the viral digital storytelling, Foxtale successfully reinforced its reputation for making science-backed skincare, with 100% R&D and innovation in-house, both accessible and entertaining.