MUMBAI: Provogue has signed Tollywood Superstar and youth icon Mahesh Babu as its new brand ambassador for Andhra Pradesh.

Provogue unveiled its new campaign for the season specifically for Andhra Pradesh.

Mahesh Babu will endorse the products for Provogue in Andhra Pradesh through promotion, advertising and marketing. The endorsement of Mahesh Babu as brand ambassador for Andhra Pradesh aims to create a platform where the brand is able to convey its brand attributes to mass audience in its region.

Provogue has shot an exotic advertising campaign with Mahesh that unveils the new campaign for the next season. Provogue is reinforcing its strong bond and connect with its target audience of youthful consumers.

Provogue deputy managing director Salil Chaturvedi said, "Provogue stands for superb quality, innovation and style. Today Provogue is more than just a brand which reflects the mood and aspirations of New India. Mahesh Babu brings on board a terrific persona, a fresh and impeccable style, youthfulness and an extraordinary ability to communicate with a wide audience. Mahesh represents the core values of the brand i.e. reliability, consistency, casual varsity, bold and glamorous clothing line. Mahesh Babu would fit seamlessly into our new campaign for Andhra Pradesh. As Provogue’s new Brand Ambassador he will be playing a key role in our future product communication and promotion. It is our privilege to be associated with an actor of his caliber and excellent standing in the entertainment industry."

Mahesh Babu added, "According to me, Provogue is a brand which stands for Fashion itself. Being amongst the top brands of the country, it has always leaded the market with its innovative designs. It’s a fashion brand with which the youth can identify and associate with but at the same time its capable to redefine not just the term “Fashion” but one’s personality."