The Provogue India has appointed Bollywood actor Hrithik Roshan as its new brand ambassador in order to strengthen its connection with youth.

The company has also launched a new ad with the tagline, ‘Be The Change’, which expresses new look of the brand.

During the press conference, MD of Provogue, Mr. 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.’

On this, an elated Hrithik 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.”

“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,” said Salil Chaturvadi, deputy MD of Provogue.

Further, Hrithik said, “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.”

Earlier, actor Saif Ali Khan and Fardeen Khan were the brand ambassador of Provogue.