Saif to go rugged in Provogue ad

The Provogue campaign, featuring Bollywood actor Saif Ali Khan, will hot up with an "enormously" rough edge.

Saif Ali Khan, who has been the brand ambassador for Provogue for a few years now, will sport a new look for the advertisement.

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The campaigns so far have been 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 ads will feature Saif in an enormously rugged ambience. "It's a cooler campaign with stylish cars in the picture and lots of metal in the frames. We're adopting a rougher and slicker approach than before," said Saif.

The actor, who will be seen sporting a similar look in Abbas-Mustan's forthcoming action thriller "Race", has always maintained he appears in advertisements to supplement his income. But now he is making sure that the products he endorses acquire a durable shelf life.