Hrithik Roshan is set to replace Saif Ali Khan as the brand ambassador of the fashion brand, Provogue for its new campaign. This is in line with Provogue’s advertising strategy to change its brand ambassador every three years. Before Roshan and Khan, actors Fardeen Khan and John Abraham have been the ambassadors.
A new print campaign consisting of six different shots of Roshan, each signifying one of its six values, and one consolidated shot of the actor which be launched on October 09 to promote the brand’s winter collection.
Sameer Makani, managing director, Makani Creatives which handles the creative duties for Provogue, elaborated on the campaign saying, “It is going to be a print-oriented campaign positioned around the attitude — ‘Be The Change'”, where each letter in the word ‘change’ stands for a particular value — courage, hope, attitude, next, glory and edge, respectively.
When asked about Roshan’s selection, Nikhil Chaturvedi, managing director, Provogue said, “Provogue stands for quality, innovation and style and Hrithik Roshan’s personality epitomises the brand’s ideology of fashion.”
Roshan also expressed happiness to be associated with the brand saying, “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.”