The fashion brand revives its iconic partnership with the actor through the ‘OGs Ka Comeback’ campaign as it accelerates growth in travel, luggage and adjacent lifestyle categories
Provogue has brought back actor Fardeen Khan as its brand ambassador after nearly two decades, launching a new digital campaign titled ‘OGs Ka Comeback’ as the fashion label looks to strengthen its presence in India’s travel, luggage and lifestyle market.
The three-film campaign marks the revival of one of Indian fashion’s most recognisable brand-ambassador partnerships from the early 2000s and comes as Provogue charts its next phase of growth following its relaunch in 2025.
Campaign Revives An Iconic Partnership
The campaign comprises three digital films showcasing different facets of Khan’s personality while reconnecting the brand with consumers who grew up with Provogue and introducing it to a younger audience.
The first film humorously contrasts Gen Z fashion trends with timeless style, while the second reflects on the brand’s legacy and its future. The third adopts a playful teaser format designed to build anticipation. The films will be released across Provogue’s digital platforms, including YouTube and Instagram.
According to the company, the campaign bridges Provogue’s heritage with its renewed focus on travel, luggage and lifestyle products.
Brand Eyes Aggressive Lifestyle Expansion
Pravin Prabhakar, Chief Executive Officer of Provogue, said reuniting with Khan was a natural choice as the company begins a new chapter.
“For an entire generation, Fardeen and Provogue were inseparable; he didn’t just endorse the brand, he embodied its attitude,” Prabhakar said.
He added that the company plans an aggressive expansion beyond travel and luggage into adjacent lifestyle categories, with the goal of building India’s most digitally native lifestyle brand.
“Our vision is to make Provogue the most digitally native lifestyle brand in India, fusing timeless attitude with contemporary relevance,” he said.
Fardeen Khan Calls Reunion ‘A New Chapter’
Commenting on the collaboration, Khan described the reunion as both nostalgic and forward-looking.
“After nearly two decades, reuniting with Provogue feels both familiar and completely new. It’s not about recreating the past, but about taking everything we’ve learnt and beginning a new chapter together,” he said.
The actor added that some journeys deserve another chapter and that the renewed partnership reflects how both he and the brand have evolved over time.
Travel And Luggage At The Centre Of Growth Strategy
The campaign follows a milestone first year for the relaunched Provogue, during which the company entered the travel and luggage segment with a fashion-led proposition.
Its portfolio now includes trolley bags, backpacks and travel accessories, sold through major ecommerce platforms, quick commerce channels and the brand’s direct-to-consumer website.
While travel remains its anchor category, the company said it plans to steadily expand into adjacent lifestyle segments, with the latest campaign laying the foundation for its broader brand transformation.
