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ShareMumbai: Hrithik Roshan has replaced Saif Ali Khan as the brand ambassador of Provogue.
Talking about the development, Nikhil Chaturvedi, managing director, says, "You may not know but Provogue had its first association with Hrithik in 1999 during the launch of his debut film Kaho Naa Pyaar Hai. The association was just for promotional purposes. John Abraham used to be the then brand ambassador. Now, Provogue is in its tenth year and so is Hrithik Roshan -- the two have grown to a totally new level. Their synergy can only work wonders for the brand," he says.
Every three years, the brand gets a new ambassador to maintain freshness, excitement and generate buzz. "Ours is a youth brand. After John Abraham, Fardeen Khan and Saif Ali Khan were natural choices as ambassadors because they represented youthful freshness and bold attitude at that point of time. It's not that they are not young anymore, but it's just a regular process we follow to keep the brand vibrant," says Nikhil.
Hrithik is at the peak of his career with some very fabulous movies lined up for release. Nikhil explains, "We decided to zero in on Hrithik because he is a trendsetter with an incredible blend of style and personality. His sex appeal, passion, courage, conviction, attitude and glory perfectly match with our values."
