Hrithik Roshan has been signed by Provogue as the brand ambassador for its latest campaign. The campaign “Be the Change” is a print oriented campaign which will highlight the winter collection of the brand.
Sameer Makani, Managing Director, Makani Creatives which handles the creative duties for Provogue, elaborated on the campaign saying, “It is going to be a print-oriented campaign positioned around the attitude — ‘Be The Change'”, where each letter in the word ‘change’ stands for a particular value — courage, hope, attitude, next, glory and edge, respectively.
Hrithik has replaced Saif Ali Khan, who was earlier endorsing the brand. Provogue follows the policy of roping in fresh faces for their brand every three years. Earlier Fardeen Khan and John Abraham have also been associated with the brand.
Nikhil Chaturvedi, managing director, Provogue said, “Provogue stands for quality, innovation and style and Hrithik Roshan’s personality epitomises the brand’s ideology of fashion.”
Roshan also expressed happiness to be associated with the brand saying, “It is a pleasure to lend yourself to a brand that makes its presence felt. I tend to endorse brands selectively as I need to relate to the brand and believe in it.”