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.ALSO READ: Jio MAMI Film Festival: Priyanka Chopra, Kareena, Sonam & other B-Town stars light up the event with glamALSO READ: "Saif warned me about working with Vijay Varma & Jaideep Ahlawat" - Kareena Kapoor Khan