Homegrown skincare brand, Foxtale has unveiled its latest campaign, celebrating the concept of “everlasting glow”, featuring actor Sonali Bendre, long celebrated as a logo of putting up with radiance. The collaboration positions Sonali because the embodiment of radiance that transcends age, trends, and traditional beauty standards, as she fronts the brand’s Gluta-Vit C Advanced Brightening Serum.
Foxtale onboards Sonali Bendre because the face of ‘Everlasting Glow’ of their latest campaign film
The campaign film takes an intimate, stripped-back storytelling approach, spotlighting Sonali’s natural luminosity, quiet strength, and evolved self-assurance. Moderately than leaning into conventional tropes of youth-driven brightness, the narrative reframes glow as a mirrored image of resilience, self-belief, and consistency – qualities that outline Sonali each on and off screen.
The film opens in a serene, clinical-white setting where Sonali calmly refuses an offered cosmetic injection, followed by IV drips, syringes, fillers, glutathione shots – all rejected, establishing her stance on being selective about what she trusts. The narrative then shifts to a science-led solution – Foxtale’s Gluta-Vit C Advanced Brightening Serum – introduced as an intelligent, gentle, brightening alternative powered by an antioxidant complex of Glutathione and Vitamin C, designed to visibly brighten, even tone, and deliver an everlasting glow gently and effectively. Through clean visuals and sensorial shots, the film builds to a strong close, with Sonali entering into the sunshine to strengthen the message that everlasting glow doesn’t need extremes, just the appropriate science.
This partnership marks a strategic cultural pivot for the brand. By selecting Sonali, a face that embodies “everlasting beauty”, the brand moves beyond conventional, youth-centric beauty endorsements and as an alternative aligns itself with a generation of ladies who value authenticity over aspiration.
With this campaign, Foxtale reinforces its positioning as a science-forward yet culturally resonant brand, redefining what glow means for the fashionable Indian consumer.
Also Read: From power blacks to polished coats: Rasika Dugal, Surveen Chawla, Sonali Bendre, Huma Qureshi & Aditi Rao Hydari redefine winter glamour
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