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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.