Hrithik Roshan is Provogue's latest brand ambassador.

It started with John Abraham and then Fardeen Khan took over. Though Fardeen Khan is a disaster when it comes to acting (this is purely a personal view; though I know a lot of you might agree with that!), this does not take away from the fact that he is quite a fashionable man. That is perhaps the primary reason why fashion brand Provogue signed him to be the brand ambassador. Then, as Saif Ali Khan climbed high on the popularity charts, he was roped in to replace Fardeen as the brand ambassador.

Saif and Provogue made for a great combination, I thought. Saif is, undoubtedly, one of the most well turned out men in the glam world and has that "Nawab' charm doing the business for him that makes him look so suave.

But Provogue has a policy of changing its brand ambassadors every three years. So now, with the brand being in its tenth year, Provogue has signed actor Hrithik Roshan as its new brand ambassador. In a statement to the media, Nikhil Chaturvedi, MD, Provogue said, "Provogue stands for quality, innovation and style and Hrithik Roshan's personality epitomises the brand's ideology of fashion."

Hrithik is hugely popular and is a youth icon. He is a trendsetter in the true sense of it. Be it his casual Jeans and Tees or properly cut and stitched designer dinner jackets, he carries them off with oomph and ease.

Makani Creatives ' a Mumbai based creative agency has been given the mandate to carry out the creative duties. The idea behind the print-oriented campaign is encapsulated well by the tagline the campaign will carry ' 'Be The Change'. Each alphabet of "Change' will have a certain attribute to it. Change would define courage, hope, attitude, next, glory and edge.

As the teaser campaign is already out and tickling the fashion fanatic inside you, a new print campaign for Provogue's winter collection is going to be initiated today (October 9). The campaign consists of six different shots of Hrithik Roshan, each standing for the six characteristics of "Change'.