Provogue signs Hrithik Roshan as brand ambassador

Fashion brand, Provogue has announced its new campaign and has signed actor Hrithik Roshan as its new ambassador. Before this, actor, Saif Ali Khan endorsed the brand, which is in its tenth year.

Salil Chaturvedi, deputy managing director, Provogue adds, "He (Roshan) is a youth icon, a trendsetter with an incredible blend of style and personality and he fits seamlessly into our new campaign."

Mumbai-based agency, Makani Creatives handles the creative mandate for Provogue. The agency has been working on the brand since its inception. The media duties are handled in-house.

On the new campaign, Sameer Makani, managing director, Makani Creatives tells afaqs!, "It is going to be a print-oriented campaign positioned around the attitude -- 'Be The Change'."

Makani says that each letter in the word 'change' stands for a particular value -- courage, hope, attitude, next, glory and edge, respectively.

While the teaser campaign was launched two weeks ago, the new print campaign for the brand's winter collection will commence on October 09. It will consist of six different shots of Roshan, each signifying one of the six values, and one consolidated shot of the actor.

On his association with the brand, Roshan says, "It is a pleasure to lend yourself to a brand that makes its presence felt. I tend to endorse brands selectively as I need to relate to the brand and believe in it."

Provogue changes its brand ambassador every three years. Before Roshan and Khan, actors Fardeen Khan and John Abraham have been the ambassadors.