As Provogue races ahead in its tenth year, the brand now delivers the ultimate punch of dynamism and energy. The pioneering fashion brand Provogue announced the signing of bollywood superstar and youth icon Hrithik Roshan as its new Brand Ambassador at a press conference held at Grand Hyatt on 8th October.

Hrithik Roshan is a leading youth brand and his quintessential blend of spirit and style makes for an ideal connect with Provogue, which stands for the best in ‘Style and Fashion'. Provogue has shot a scintillating advertising campaign with Hrithik that unveils the new look of Brand Provogue. With Hrithik as the new face, Provogue is reinforcing its strong bond and connect with its target audience of youthful consumers.

Announcing the news at a glamorous launch event, Nikhil Chaturvedi, Managing Director of Provogue 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."

Expressing his excitement, Hrithik Roshan 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.

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."