Sonakshi Sinha supports Provogue ladies' wear: As Bollywood’s most happening new face, Sonakshi Sinha is the brand ambassador of Provogue’s vibrant women’s wear collection, exuding the brand’s USP of youth, confidence and spunk. Her male counterpart is Hrithik Roshan, who for the last two years has been associated with the brand as its ambassador. Provogue has always chosen the most happening Bollywood stars to endorse their brand. The list includes: John Abraham, Katrina Kaif, Fardeen Khan, Saif Ali Khan and Esha Deol. And after the success of Dabangg, Sonakshi Sinha is being flooded with offers from the film and ad world. Provogue too decided to cash in on her name to personify their brand philosophy.

“Having to represent a women’s wear brand where the male counterpart is a Hrithik Roshan, at this point of my career is fantastic. I’m happy to be the brand ambassador of Provogue as I believe I can bring to the brand what they’re looking for – confidence, youth and spunk,” says Sinha, who is also a certified fashion designer on her own merit. Nikhil Chaturvedi, Managing Director of Provogue says that the brand has established itself as a young, edgy and ambitious brand, with intrepid people who love to don their attitude. Mow with this association with Sonakshi Sinha, they are certain that, they have laid their hands on the best and invested in someone who personifies the Gen next in all her essence.

Provogue was launched in 1998, as an intrinsic part of Acme Clothing and has established itself as a strong brand with a philosophy of ‘creating trends’ in fashion. It has an aggressive marketing strategy, coupled with high profile promotional events and its distribution strategy of retailing through selective stores and malls.