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Fardeen and Saif out, Hrithik Roshan in!

October 9, 2009 4:49:02 PM IST
Bollywood Trade News Network
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As Provogue races ahead in its tenth year, the clothing brand now delivers the ultimate punch of dynamism and energy. The pioneering fashion brand Provogue, which was launched by Fardeen Khan and then endorsed by Saif Ali Khan, has announced the signing of Bollywood superstar and youth icon Hrithik Roshan as its new Brand Ambassador at a press conference held recently in Mumbai.

Hrithik Roshan is a leading youth brand and his quintessential blend of spirit and style makes for an ideal connect with the brand, which stands for the best in 'Style and Fashion'. Provogue has shot a scintillating advertising campaign with Hrithik that unveils the new look of the Brand. With Hrithik as the new face, the brand is reinforcing its strong bond and connect with its target audience of youthful consumers.

Announcing the news at a glamorous launch event, Nikhil Chaturvedi, Managing Director of Provogue said, "I could not be more proud to welcome Hrithik into the Provogue family. And Hrithik's suave and charismatic personality epitomizes Provogue's ideology of fashion.'

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Expressing his excitement, Hrithik Roshan said, "It is a pleasure to lend yourself to a great brand that makes its presence felt. Provogue is a brand that stands for cutting-edge innovation, style and quality. It is a brand that has redefined fashion in India and it's a great privilege for me to be associated with the team. I tend to endorse brands very selectively as I need to relate to the brand and believe in it in my heart. I am delighted to be associated with the pioneer of Indian fashion."

Provogue's new campaign underlying ethos is about being the change we want to see in the world. It deals with all the attributes associated which act as a catalyst to this change. Be it courage, hope, attitude or glory. Giving fashion yet another milestone, the new campaign is all about being the next and cutting edge in its offering. Thus inspiring, exciting and inviting individuals to 'BE THE CHANGE' that new India aspires to be.

Speaking on the association with Hrithik Roshan, Salil Chaturvedi, Deputy Managing Director, Provogue said, "Hrithik symbolizes all that Provogue stands for. He is a youth icon, a trendsetter with an incredible blend of style and personality and he fits seamlessly into our new campaign."


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