Provogue Reunites With Fardeen Khan for ‘OGs Ka Comeback’ as Brand Eyes Lifestyle Growth

The campaign features Fardeen Khan in a three-film digital series, with each film presenting a different aspect of the actor. In the first film, Khan’s earnest young team introduces him to what Gen Z considers stylish, only to discover that some things never go out of fashion. The second film sees Khan reflecting on a partnership that defined an era while looking ahead to a new chapter. The third is a playful teaser built around innuendo, designed to keep audiences guessing. The films collectively reintroduce one of Indian advertising’s most recognisable brand partnerships to a new generation of consumers and will be released across digital platforms in line with Provogue’s digitally native strategy.

‘OGs Ka Comeback’ aims to connect Provogue’s legacy with its future by reconnecting the brand with audiences who grew up with it while introducing it to a new generation through its renewed emphasis on travel, luggage and lifestyle.

Speaking about the campaign, Pravin Prabhakar, CEO of 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 renewed 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.”

The campaign follows a milestone first year for the relaunched Provogue after the brand entered the travel and luggage category with a fashion-first proposition. Its portfolio includes trolley bags, backpacks and travel essentials designed for everyday style and is available across major e-commerce and quick-commerce platforms, as well as the brand’s direct-to-consumer website. While travel and luggage remain at the core of its business, the company said its roadmap extends into adjacent lifestyle categories, with ‘OGs Ka Comeback’ marking the beginning of its next phase of expansion.

Audiences can watch the campaign films on Provogue’s YouTube channel, Instagram and other digital platforms.

Originally established as a pioneer in contemporary menswear and youth fashion, Provogue was relaunched in 2025 under new promoter ownership. Since then, the brand has expanded into the luggage and travel segment with a fashion-led, digitally native business model. Today, its products are available through Amazon, Flipkart, Myntra, Blinkit, Zepto and the brand’s own direct-to-consumer platform.