Foxtale Celebrates Four Years with a Nostalgic, Meme-Ready Campaign Featuring Himesh Reshammiya

To mark its fourth anniversary, Foxtale has unveiled a new digital-first campaign that embraces humour, nostalgia, and online pop culture. Titled “TAN-doori Days,” the video features musician and actor Himesh Reshammiya, leveraging his lasting cultural appeal to frame a playful take on skincare and tan removal.

Moving away from a typical product-focused approach, the campaign opts for an entertainment-led format. It draws inspiration from Reshammiya’s musical legacy—most notably a humorous nod to Tandoori Nights—and combines it with bold, lively visuals. Over-the-top gym scenes, familiar expressions, and well-known catchphrases mirror the type of content that thrives in meme-driven digital spaces.

Reshammiya appears as a stylised, self-aware version of himself, using visual and verbal cues that fans instantly recognise. The campaign embraces parody, allowing the actor to engage with his internet-era persona while keeping the story light, funny, and highly shareable.

Where Pop Nostalgia, Internet Humour and Skincare Come Together

The film continues Foxtale’s recent trend of partnering with culturally recognisable personalities, including Orry, Shalini Passi, and Neena Gupta. Through this anniversary campaign, the brand maintains a focus on cultural relevance and digital savvy rather than direct product promotion.

Released during Foxtale’s annual birthday sale, the campaign is mainly designed for social and digital platforms, using familiarity, humour, and nostalgia to grab attention and encourage engagement among digitally savvy audiences.

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