Skincare brand blends pop culture and parody as it celebrates four years with an entertainment-first campaign
Foxtale has marked its fourth anniversary with a high-decibel pop culture moment, roping in singer and actor Himesh Reshammiya for its Annual Big Fox Birthday campaign. Instead of a conventional celebration, the homegrown skincare brand has unveiled a playful campaign film titled ‘TAN-doori Days’, inviting the internet to join the festivities.
The film is a tongue-in-cheek reimagining of Reshammiya’s cult hit Tandoori Nights, cleverly reframed through the lens of skincare and tan removal. At the centre of the narrative is Foxtale’s Skin Radiance Mask, woven into a larger-than-life spectacle featuring dramatic gym entries, meme-driven dialogue and unmistakable purple branding that has become synonymous with the brand.
Designed as entertainment-first content, the campaign draws heavily from internet culture and nostalgia. Reshammiya leans into parody, channelling his iconic on-screen persona with self-aware humour. His exaggerated swagger, unbroken eye contact and references to his character Badass Ravi Kumar are punctuated by visual gags, including a reveal of skincare jars hidden inside his jacket.
The film’s humour peaks as workout routines are replaced with instantly recognisable one-liners, tapping into years of meme culture and viral moments associated with the artist. The result is a campaign that feels participative, instantly recognisable and engineered for social sharing.
With TAN-doori Days, Foxtale continues its strategy of collaborating with personalities who resonate with a young, internet-native audience. The campaign follows earlier celebrity-led associations with names such as Orry, Shalini Passi and Neena Gupta, signalling the brand’s intent to go bigger and bolder as it scales.
Beyond the celebratory tone, the campaign reinforces Foxtale’s positioning as a brand that understands contemporary culture and uses it to spark conversations around skincare. As the brand completes four years in business, it is doubling down on marketing that blends relevance, humour and community engagement.
