Newspaper ad anchors Foxtale’s sunscreen campaign

The campaign centres on a full-page newspaper wrap titled, Screen Your Sunscreen, which incorporates a UV-sensitive sticker card directly into the printed page. The activation allows readers to test the longevity of their sunscreen by exposing the sticker to sunlight, offering a visual indication of continued UV protection over time.

By embedding the UV sticker into the newspaper itself, Foxtale has adapted a traditionally static format into a tactile, participatory experience. The execution positions print as a functional medium rather than a purely messaging-led channel, enabling consumers to interact with the brand’s sunscreen claims in a real-world context.

According to the brand, the activation highlights its sunscreen’s eight-hour photostable protection, formulated using new-generation UV filters. The print execution aims to address growing consumer scrutiny around sunscreen efficacy by shifting emphasis from claims to demonstration.

The print-led activation is supported by a digital campaign titled #UVkiChutti, featuring public figures Hazel Keech and Yuvraj Singh. The digital films and social media content are designed to extend the campaign’s reach and reinforce the core message around UV protection.

Foxtale stated that the campaign aligns with its focus on in-house research and development, with the print innovation serving as a way to make product science more accessible to consumers.

As brands reassess the role of print within integrated media strategies, Foxtale’s campaign illustrates how newspapers can still play a central role — particularly when leveraged for interaction, experimentation, and product validation rather than simple brand awareness.