Chennai, Jan 21: Gen Z skincare brand NXTFACE has gone live with its latest campaign featuring Indian cricketer Jemimah Rodrigues, timed with the ongoing Women’s T20 League. The campaign marks a defining scale-up moment for the young brand as it builds visibility through a sharply considered, screen-first media strategy.

As the Co-Presenter on Jio Hotstar, NXTFACE has anchored the campaign on OTT, supported by sustained visibility across YouTube and social platforms. The move reflects a clear understanding of how Indian audiences consume sport today across smart televisions in living rooms and mobile screens in hand, often simultaneously.

With smart TVs rapidly becoming a household norm across income segments, and second-screen mobile viewing now embedded in everyday behaviour, OTT has emerged as a powerful convergence point between reach and precision. For NXTFACE, this created an opportunity to engage audiences during moments of live attention with minimal fragmentation or media spill. Live match environments, mobile-first storytelling, and social amplification work together to keep the brand present across screens throughout the tournament. This approach allows NXTFACE to engage young, culturally connected consumers where sport, conversation, and content naturally intersect.

At the heart of the campaign is a short film built around the idea of a ‘NextGen Mindset’, reflecting a shift in how confidence, performance, and identity are viewed today. Opening with the line “From he played well to she played well,” the narrative mirrors the rise of women’s cricket with a broader cultural change in mindset.

The film features NXTFACE’s 100% Mineral Sunscreen SPF 50 PA++++, positioning sun protection as a daily essential rather than an occasional routine. Shot in the context of competitive sport, it reflects real conditions such as heat, sweat, and prolonged outdoor exposure, making the product relevant to active, modern lifestyles.

Commenting on the campaign, Ms. Dhamyanthi, Founder, NXTFACE said,

“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.”

Jemimah Rodrigues’ association with the brand goes beyond endorsement. Her consistency, discipline, and relatability reflect NXTFACE’s belief that confidence is built through preparation and everyday choices, both on and off the field.

The campaign is further amplified through creator-led content, real-time social engagement, and contextual storytelling aligned with live match moments, ensuring sustained presence across the tournament window.