Mumbai: Fashion brand Provogue has reunited with actor Fardeen Khan for its latest digital campaign, ‘OGs Ka Comeback’, marking the revival of one of India’s most recognisable brand-ambassador partnerships. The three-film campaign also signals the brand’s next phase of growth as it strengthens its presence in the travel, luggage and lifestyle segments.
The campaign brings back the collaboration that defined the brand in the early 2000s, with Khan once again fronting Provogue as it reconnects with long-time consumers while appealing to a younger generation.
Spread across three digital films, the campaign showcases different facets of Khan’s personality. The first film humorously explores Gen Z’s take on style, only to conclude that timeless fashion never goes out of trend. The second reflects on the actor’s long-standing association with the brand while introducing its renewed vision, while the third serves as a playful teaser designed to spark curiosity. The films will be released across digital platforms as part of Provogue’s digitally native marketing strategy.
The campaign also highlights the brand’s evolution beyond fashion into travel and luggage. Having relaunched under new ownership, Provogue has expanded its portfolio to include trolley bags, backpacks and travel essentials with a fashion-first approach. The products are available across major e-commerce and quick commerce platforms, as well as the company’s direct-to-consumer website.
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. 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.”
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. 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.”
According to the company, ‘OGs Ka Comeback’ bridges Provogue’s legacy with its future by celebrating its heritage while showcasing its expanded focus on travel, luggage and adjacent lifestyle categories. The campaign sets the tone for the brand’s next growth phase and will be rolled out across YouTube, Instagram and other digital platforms.
