saif ali khan 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
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.