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
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.
Story first published: Saturday, February 9, 2008, 14:25 [IST]