MUMBAI:  Provogue has appointed Bollywood actor Hrithik Roshan as its new Brand Ambassador .

Provogue managing director Nikhil Chaturvedi said, “I could not be more proud to welcome Hrithik into the Provogue family. Provogue stands for superb quality, innovation and style and Hrithik’s suave and charismatic personality epitomizes Provogue’s ideology of fashion.’

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 Provogue team. I tend to endorse brands very selectively as I need to relate to the brand and believe in it in my heart. Provogue’s design, quality and value are unrivalled and I am delighted to be associated with the pioneer of Indian fashion."

Provogue’s new campaign 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.

Provogue deputy managing director Salil Chaturvedi 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.”