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Tag: Romita Mazumdar

  • You Glow Different: Foxtale’s new campaign proves real skin wins

    You Glow Different: Foxtale’s new campaign proves real skin wins

    MUMBAI: In a world obsessed with filters and flawless feeds, Foxtale is switching off the ring light and turning up the realness. The home-grown skincare brand’s latest campaign film, You Glow Different is a heartfelt, head-turning tribute to the messy, marvellous, magical glow that comes from showing up just as you are, no edits required.

    Launched on 3 September 2025, the film is a visual hug to women everywhere, capturing small yet powerful moments: a bold boardroom pitch, a sweaty-but-glowing post-workout break, bathroom mirror pep talks, and bursts of unfiltered laughter with friends. Each frame is soaked in sincerity and subtle strength: proof that beauty doesn’t need a spotlight, it needs a mirror.

    “We wanted this film to feel like a mirror,” said Foxtale, founder & CEO, Romita Mazumdar. “Strong, soft, messy, radiant, unstoppable: women are all of it. You Glow Different is how we see our consumers.”

    Narrated by Anasuya Sengupta, winner of best actress at Cannes 2024 for The Shameless. Uplifting without being preachy, the narration flows like a quiet anthem of encouragement: “You’re not glowing because you’re perfect. You glow because you keep showing up.”

    This isn’t your typical skincare ad with flawless faces and glam close-ups. There are no airbrushed promises or celebrity plugs. Instead, Foxtale taps into something far more powerful: authenticity. The kind that stays with you long after the serum sinks in.

    Foxtale’s approach is rooted in its brand philosophy: skincare made for the real you, not the ideal you. With its clean, effective formulations and growing fanbase, the brand continues to carve out a space where confidence is the currency, and real skin is always in.

    By stepping away from traditional beauty tropes, You Glow Different positions Foxtale not just as a skincare brand, but as an ally: a quiet, consistent companion in every woman’s day, whether she’s killing deadlines or just taking five minutes to breathe.

     

  • Foxtale launches ‘No Fox Given’ comedy night to tackle stereotypes with punchlines, not platitudes

    Foxtale launches ‘No Fox Given’ comedy night to tackle stereotypes with punchlines, not platitudes

    MUMBAI: When skincare meets stand-up, you know someone’s rewriting the script—and Foxtale just did. The homegrown beauty brand has taken its boldest leap yet with No Fox Given, a no-holds-barred comedy experience aimed at Indian women, launching 27 June 2025 at Balgandharva Rang Mandir in Bandra, Mumbai.

    This isn’t a product plug in disguise. No Fox Given blends biting humour, candid conversation and unapologetic storytelling to call out the everyday judgments women face—from what they wear to how loudly they laugh. Foxtale is turning that noise into laughter and, in the process, building a stage that doubles as a megaphone.

    Taking the mic for the debut show are two names that need no introduction on the Indian comedy circuit. Swati Sachdeva, known for her brutally honest humour and viral reels, joins Shashi Dhiman, whose razor wit spotlights the many contradictions of womanhood in India. Together, they promise a night packed with truth bombs and belly laughs.

    “When women experience No Fox Given, I want them to shed the weight of expectations, judgment, and pressure that often come with simply existing as a woman”, said Foxtale founder & CEO Romita Mazumdar. “This isn’t just an event — it’s a statement. A cultural platform that reflects our brand’s purpose: to champion real voices and spark real conversations. Our hope is for No Fox Given to evolve into a cultural touchstone that continues to grow, year after year”.

    With tickets starting at Rs 499 on District, the show is targeted at Gen Z and millennial audiences who prefer unfiltered storytelling to picture-perfect campaigns. In a world where digital ‘likes’ don’t always translate to real connection, Foxtale is betting on the ancient power of laughter—live and unedited.

    “Building a brand today means showing up with purpose, not just products. No Fox Given is our response to the cultural and emotional realities our audience navigates every day. Comedy, when rooted in truth, becomes a powerful connector. This initiative turns consumer insight into a scalable cultural platform — one that celebrates identity, encourages self-expression, and moves the conversation forward”, said Foxtale CSO Anindita Biswas.

    The event marks Foxtale’s evolution from a skincare brand into a culture-shaping platform. In an industry obsessed with appearances, No Fox Given offers something radical: a space where realness is the only beauty standard.

    Tickets are live.

    The mic is on.

    Judgement’s off.

  • GoKwik’s KwikChat to empower over 5000 Global eCommerce brands, aims 4X revenue growth

    GoKwik’s KwikChat to empower over 5000 Global eCommerce brands, aims 4X revenue growth

    Mumbai: KwikChat, a WhatsApp commerce solution by eCommerce enabler GoKwik, aims to increase its revenue fourfold as it seeks to evolve into a multi-channel engagement platform powering over 5000 brands and 3 billion conversations in the next six months.

    GoKwik launched KwikChat in June of last year following the acquisition of the WhatsApp commerce platform Tellephant. The solution has since enabled brands to engage with target shoppers, keeping them interested throughout their shopping journey. It has ensured higher ROI on marketing campaigns, better-abandoned checkout recoveries, greater repeat purchases, and prompt customer support.

    Within a year of inception, KwikChat has helped brands maximize their ROI on WhatsApp campaigns by 20X, increased engagement across acquisition, retention, and support communications by 3X, and continued to enable growth for these brands.

    KwikChat started as a WhatsApp solution but has expanded its offerings to Instagram, Facebook, SMS, and Email. Brands have also experienced an increase in orders by 3X owing to KwikChat-led messaging channels.

    “This past year has been transformative for KwikChat. We acquired Tellephant with a strategic vision of bridging the gap from conversations to conversions for eCommerce brands. This has shown immense value and we’ve now geared up to take it to the next level. As not just acquiring but consistently engaging and retaining shoppers grows in importance, KwikChat is heading towards becoming the go-to engagement platform across all channels. With our DNA committed to solving everything eCommerce, we are excited about the vision we have for the next phase of KwikChat’s growth“ said GoKwik co-founder and CEO Chirag Taneja

    The merchant base for the KwikChat product has expanded by 20X, coupled with a surge in monthly messaging to 100 million, a whopping 33X jump from last year. Notable brands like Portronics, Pilgrim, Dot N Key, Mosaic Wellness, Foxtale etc are using the solution.

    KwikChat, hit the PMF soon after its launch as it was created specifically for eCommerce brands, complementing GoKwik’s multi-product offering (KwikCheckout, their checkout solution for maximising conversions and Smart COD Suite, the solution to reduce returns before delivery using network data intelligence) tailor-made for solving key eCommerce pain points.

    It has made a significant mark across the shopping funnel through its customised flows thereby reducing CAC, engaging shoppers, converting, and retaining them.

    Moreover, KwikChat has also automated 80 per cent of the support queries, thereby increasing shopper satisfaction with prompt responses and reducing agent handling costs. It has further helped many brands increase their abandoned checkout recoveries by up to 20 per cent, the best in the industry.

    “We have been one of the early adopters of KwikChat, and our experience with the product has been phenomenal. We witnessed a rise in conversions by up to 2.5X and a 12 per cent rise in abandoned checkout recoveries owing to some of KwikChat’s remarkable features. We are excited to see the evolution of this product and how it enables a personalised experience for shoppers, one they prefer,” said  Foxtale founder Romita Mazumdar

    One in every three eCommerce shoppers shop from the GoKwik network of brands. The enabler expects to double the revenue in this fiscal year.