Provogue has launched a new digital campaign titled ‘OGs Ka Comeback’, bringing back actor Fardeen Khan as the face of the brand nearly two decades after their original partnership.
The campaign marks the revival of one of the fashion brand’s most recognisable ambassador associations from the early 2000s. At the time, Khan fronted several Provogue campaigns, becoming closely associated with the brand’s positioning in India’s fashion market.
The campaign comprises three digital films, each presenting a different aspect of Khan’s personality. The first film places him alongside a younger team discussing Gen Z fashion trends before highlighting the enduring appeal of classic style. The second reflects on his long association with the brand while introducing its new direction. The third adopts a teaser format with humorous undertones to build curiosity around the reunion.
The films will be released across digital platforms as part of Provogue’s digital-first marketing strategy.
The campaign also reflects the brand’s repositioning following its relaunch. Over the past year, Provogue has expanded into the travel and luggage segment, offering products including trolley bags, backpacks and travel accessories. These are available through ecommerce marketplaces, quick commerce platforms and the brand’s direct-to-consumer website.
While travel and luggage remain its current focus, Provogue said it plans to expand into additional lifestyle categories as part of its broader growth strategy. The ‘OGs Ka Comeback’ campaign serves as the first major marketing initiative supporting this new phase.
Watch the campaign
Speaking on the campaign, Pravin Prabhakar, CEO, Provogue, said, “For an entire generation, Fardeen and Provogue were inseparable; he didn’t just endorse the brand, he embodied its attitude. When we acquired the Provogue brand, one thing became immediately clear: if we were going to write its next chapter, it had to begin with the person who had become such an important part of its story.”
He further added, “There was no better way to honour that legacy than to bring the original duo back together. ‘OGs Ka Comeback’ connects the Provogue people remember with the Provogue we are building, reimagined for a new generation while staying true to the attitude it was born with.”
“Going forward, we are committed to aggressive expansion across lifestyle categories, strengthening our travel and luggage presence while entering adjacent segments. Our vision is to make Provogue the most digitally native lifestyle brand in India, fusing timeless attitude with contemporary relevance,” he said.
Commenting on the collaboration, Fardeen Khan said, “Life has a way of bringing the right people and journeys back into your life. After nearly two decades, reuniting with Provogue feels both familiar and completely new. Time has changed us both, and that’s what makes this partnership so meaningful. It’s not about recreating the past, but it’s about taking everything we’ve learnt and beginning a new chapter together.”
He further added, “I’m genuinely happy to be back and excited to write this new chapter together. Some journeys deserve another chapter. You don’t go back to where you were. You come back as who you’ve become.”
