Newcomer Upen Patel has been roped in as the brand ambassador for Provogue's new line of denim and innerwear.

Upen, who debuted as the stylish Casanova in director Abbas-Mastan's "36 China Town", has been given the title of the Provogue youth icon.

He has signed a five-year contract with the company and he will be responsible for the look and styling of the brand.

It seems Upen is the flavour of the season with multiple films under his belt. He is working with some established names in Bollywood - Suniel Darshan, Vipul Shah and Rohan Sippy to name a few.