Homegrown skin care brand, Foxtel, has unveiled its latest campaign celebrating the idea of “Eternal Glow” featuring actress Sonali Bendre, who has long been known as the epitome of lasting glow. The collaboration positions Sonali as the embodiment of glow beyond age, trends and traditional beauty standards, as she spearheads the brand’s Gluta-Vit C Advanced Brightening Serum.
Foxtel has roped in Sonali Bendre as the face of ‘Eternal Glow’ in its latest campaign film
The campaign film takes an intimate, detached storytelling approach, highlighting Sonali’s natural glow, quiet strength and evolving self-assurance. Rather than leaning into traditional aspects of youth-driven glamor, the narrative depicts the glow as a reflection of resilience, self-confidence and persistence – qualities that define Sonali both on and off screen.
The film opens in a serene, clinical-white setting where Sonali calmly rejects offered cosmetic injections, followed by IV drips, syringes, fillers, glutathione shots – all rejected, thereby establishing her stance of being selective about what she trusts. The story then turns to a science-based solution – Foxtel’s Gluta-Vit C Advanced Brightening Serum – introduced as an intelligent, gentle, brightening option powered by an antioxidant complex of glutathione and vitamin C, designed to visibly brighten, even tone and gently and effectively deliver an eternal glow. Through clean visuals and sensory sequences, the film builds to a powerful ending, in which Sonali comes to light to reinforce the message that eternal radiance does not require extremes, just the right science.
This partnership marks a strategic cultural pivot for the brand. By choosing Sonali, a face who embodies “eternal beauty”, the brand moves beyond traditional, youth-focused beauty endorsements and instead aligns itself with a generation of women who value authenticity over aspiration.
With this campaign, Foxtel reinforces its position as a science-led yet culturally-resonant brand, redefining the meaning of sparkle for modern Indian consumers.
