The common factor between Abhishek Bachchan, Virat Kohli and Arjun Kapoor is the denim brand Flying Machine.

Arjun Kapoor has replaced Virat Kohli, who had previously replaced Abhishek Bachchan and has been announced as the new brand ambassador for Flying Machine, the iconic homegrown jeans brand from Arvind Lifestyle Brands Ltd.

Sharing his excitement the Bollywood actor, Arjun Kapoor said, “I’ve always believed style is a way to say who you are without having to speak. It’s reflected across all the choices I’ve made be it films, events or otherwise. Flying Machine has historically spoken volumes be it with their trendy clothes or their stylish campaigns. I’m super-excited to be taking over as their new brand ambassador and with their trippy new campaign; I’m hoping we are able to really define the new cool. Here’s looking at an exciting new ride!”

Alok Dubey, Chief Operating Officer, Arvind Lifestyle Brands Ltd., is very upbeat about this association with Arjun Kapoor and stated, “Flying Machine is the vanguard of youth trends and hence our next Brand Ambassador also had to be someone who’s seen and believed to be the new cool. With noteworthy performances behind him, quite a few big releases ahead and his zeal and commitment to be in the big league, we believe Arjun Kapoor is all set to be the new cool.”

Flying Machine is the voice of contemporary, young India, not only through its fashion sensibilities but also through its innovative campaigns like “Sexy Being Me” and “Don’t Tag Us”.

Owned by Arvind Lifestyle Brands Ltd., Flying Machine is India’s first homebred denim brand. Today, Flying Machine is sold in over one hundred and ninety five exclusive brand outlets and in about two hundred and twenty eight large format stores.

A print and television campaign is being launched featuring Arjun Kapoor showcasing the new Spring Summer 2014 collection.