Spicezee Bureau

Mumbai: The doe-eyed Hrithik Roshan has dethroned Saif Ali Khan to become the brand ambassador of fashion brand ‘Provogue’.
According to reports, Provogue has roped in Hrithik in place of Saif as its new brand ambassador in a bid to reinforce its connect with the youth. The reason for Saif’s ouster is not known.
“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,” says Hrithik.

Provogue Deputy Managing Director Salil Chaturvedi is glad at Hrithik joining their family. He says, “Hrithik symbolises 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.”

Earlier, the Provogue brand had been endorsed by Fardeen Khan and Saif Ali Khan.