Gen Z skincare brand NXTFACE has stepped into the spotlight with a high-impact campaign featuring Indian cricketer Jemimah Rodrigues, perfectly timed with the buzz of the ongoing Women’s T20 League. For the young, fast-growing brand, this campaign is not just another endorsement; it signals a confident scale-up moment driven by culture, screens, and changing viewing behaviour in India.
At a time when sport, content, and conversation flow seamlessly across devices, NXTFACE has made a sharp, future-facing move by anchoring its campaign on OTT platforms, with Jio Hotstar as Co-Presenter, backed by strong visibility across YouTube and social media. The strategy reflects a deep understanding of how modern Indian audiences actually watch live sports today, on smart TVs in living rooms, with mobile phones acting as constant second screens.
India’s media consumption has undergone a quiet revolution. Smart TVs are no longer limited to premium households; they are now common across income segments. At the same time, mobile viewing during live matches, scrolling, chatting, reacting, sharing, has become second nature.
OTT sits right at this intersection of scale and precision. For NXTFACE, the Women’s T20 League offered a rare opportunity: massive live attention without the fragmentation that often comes with traditional multi-platform advertising. Live match environments deliver focus. Mobile-first storytelling delivers relatability. Social amplification keeps the brand alive beyond the match.
Together, these layers ensure that NXTFACE stays present wherever the audience is, watching, discussing, or reacting, throughout the tournament.
At the heart of the campaign is a short film rooted in a powerful and timely idea: the NextGen Mindset. The film opens with a simple yet striking line, 'From he played well to she played well.'
In one sentence, it captures the evolution of women’s cricket and mirrors a broader cultural shift. Performance is no longer framed by gender. Confidence is no longer loud or forced. Identity is no longer boxed into outdated narratives.
This alignment between sport and social change makes the campaign feel natural rather than manufactured. It speaks to a generation that values progress, fairness, and authenticity, and expects the brands they use to reflect the same values.
The film features NXTFACE 100% Mineral Sunscreen SPF 50 PA++++, positioned not as a beach-day product, but as a daily essential. By placing the product in the middle of competitive sport, under harsh sun, sweat, and long outdoor exposure, the brand makes a clear point: sun protection is part of everyday preparation.
The setting feels real. The conditions feel familiar. And the message lands effortlessly with active, modern consumers who juggle outdoor routines, workouts, travel, and long days under the sun.
Rather than overexplaining benefits, the campaign lets context do the work, showing how skincare fits into real life, not idealised routines.
Jemimah Rodrigues’ association with NXTFACE goes far beyond a typical celebrity endorsement. Her journey, discipline, and on-field consistency align closely with the brand’s core belief that confidence is built through preparation and everyday choices.
She represents a generation of athletes who are focused, grounded, and relatable. That relatability is crucial for Gen Z audiences, who value real stories over polished perfection. Jemimah doesn’t just feature in the campaign; she embodies its message.
Commenting on the campaign, Dhamyanthi, Founder, NXTFACE, shared: “This campaign was designed around how India watches sport today, on smart TVs, on mobile screens, and often both at once. For a young brand like ours, the Women’s T20 League on OTT offered the right mix of scale, attention, and cultural relevance. It allowed us to engage meaningfully with the audience we are building for, with very little disconnect.”
That clarity of intent shows in execution. The campaign doesn’t chase visibility for the sake of it. Instead, it meets audiences where they already are, during moments of high emotional and cultural engagement.
Beyond the main film, the campaign is being amplified through creator-led content, real-time social engagement, and contextual storytelling aligned with live match moments. This ensures NXTFACE remains visible not just during ad breaks, but throughout the entire tournament window.
By blending live sport, digital storytelling, and social conversation, NXTFACE has created a campaign ecosystem rather than a one-off splash.
With this campaign, NXTFACE positions itself as more than a Gen Z skincare brand. It emerges as a label that understands culture, screens, and modern confidence. By tying women’s cricket, everyday sun protection, and a NextGen mindset into one cohesive narrative, the brand sets a strong foundation for long-term relevance.
As women’s sports continue to gain the recognition they deserve, and as audiences demand smarter, more meaningful brand storytelling, NXTFACE’s latest move feels timely, intentional, and built for the future.
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