Foxtale has unveiled the second film in its latest campaign featuring Shah Rukh Khan, built around the skincare brand’s ‘Surface to Source’ philosophy.
The film uses a simple metaphor to highlight how visible skin concerns may not always be the underlying cause. Instead of repeatedly treating what appears on the surface, Foxtale encourages consumers to understand and address the source of the concern.
The campaign also connects the philosophy with Foxtale’s ‘Let Your Glow Through’ message, positioning skincare as a way to address the factors that may be keeping the skin’s natural appearance from showing through.
Romita Mazumdar, Founder and CEO, Foxtale, said the brand believes skincare works best when consumers understand the underlying cause rather than repeatedly treating recurring symptoms. She added that ‘Surface to Source’ reflects the idea of understanding a concern deeply enough to address where it begins, while ‘Let Your Glow Through’ represents the brand’s broader approach to helping people bring out their natural glow.
The latest film forms part of Foxtale’s wider campaign around the ‘Surface to Source’ philosophy, with Shah Rukh Khan used to communicate the message through a narrative-led execution rather than a direct product focus.
Send news announcements/press releases to:
editor@thefoundermedia.com
