Clothing brand Provogue has appointed Bollywood heartthrob Hrithik Roshan as its new brand ambassador.

Hrithik will endorse the whole new product category of Provogue.

Confirming the development, Nikhil Chaturvedi, MD, Provogue, said: “I could not be more proud to welcome Hrithik into the Provogue family. Provogue stands for superb quality, innovation and style and Hrithik’s suave and charismatic personality epitomizes Provogue’s ideology of fashion.”

Meanwhile, speaking with the media persons, Hrithik said: “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 Provogue’s design, quality and value are unrivalled and I am delighted to be associated with the pioneer of Indian fashion.”

Notably, Hrithik has earlier endorsed ITC's John Players brand, and S. Kumar's Tamarind shirts.