MUMBAI: Provogue has appointed Upen Patel as the brand ambassador for its entire new product category. The model turned actor will present Provogue’s new line of products – innerwear, footwear, trendy eyewear and accessories.

Patel has been in the modeling industry for many years now. He marked his entry into Bollywood by playing a play boy in Subhash Ghai’s 36 China Town. Now he has Vipul Shah’s Namaste London and Sunil Darshan’s Shaka Laka Boom Boom in his kitty.

“After much thought and research, we have made a team decision to introduce Upen Patel as our face for the youth oriented products. He is a rising and promising face and we are glad to welcome yet another star to the Provogue family,” says Provogue director Salil Chaturvedi.

Provogue managing director Nikhil Chaturvedi says, “Upen’s popularity amongst women is more, but as per our research, 65 per cent of men’s shopping is done by women. So Upen is going to attract women to do shopping for their men and serve a dual purpose for Provogue.”

“Most brands rake in close to 25 per cent of their revenues from accessories and it also contributes more towards the profit hence it became imperative for us to launch this product category in the market,” he adds.

Next month Provogue will also host a fashion show to launch its new autumn – winter collection. The company, which already has Bollywood actor Fardeen Khan as its brand ambassador, is also planning to rope in another one soon.