Daddy Cool!!!

I have been closely following the latest ads by Provogue...I remember, one of the first messages that they came out with was , " India's coolest dad now wears Provogue". Incidentally, Hrithik Roshan has replaced Fardeen Khan as the new brand ambassador of Provogue....We also know that Hrithik is a dad himself now....

After trying to analyse the message , I realised, that all this while Provogue had been trying to tap the Indian youth with its commercials. Provogue has been pretty succesful in establishing itself as a upper class young brand. Also, in the process, I feel, it was missing out on the 'Daddy' segment.., the just turned daddies of India.

Do people become uncool after they become fathers? This is a question that many ask...Well, now Provogue has the answer. You can be a father to a child and still be uber cool ala Hrithik Roshan.

Provogue has got it bang on with the choice of celebrity. Hrithik's hot propoerty now and he is also a father. Easily the kind of personality that everyone wishes to be. This is important because Provogue's positioning is that of an aspirational brand. Someone who we would like to look like even after we have become fathers.

However, I would be really interested in seeing whether Provogue's strategy of tapping into the segment of consumers on the wrong side of 30, with a slight ponch ans somewhat receeding hairline manages to bring about the desired effect.

Till then, let us all celebrate Fatherhood!!!!