/> Saif has been the brand ambassador for Provogue for a few years now. The campaigns so far have been pretty-much straightforward using the star's personality and presence to project the Provogue shirts as cool trendy and young.

But now the campaign is about to hot up.

The new Provogue ads will feature Saif in an enormously rugged ambience.

Says Saif, "Ya, it's a cooler campaign with stylish cars in the picture and lots of metal in the frames. We're going for a rougher slicker approach than before."

Saif has always maintained he does ads to supplement his income. But now he seems to be taking care to make sure that the products he projects acquire a durable shelf life.