B-town most handsome Hrithik and B-town most promising Sonakshi came together for a common passion and madness.

The Indian version of Greek god Hrithik and the next diva in reckoning Sonakshi who with her very first film ‘Dabangg’ with the macho Khan Salman has become a hot property.

Hrithik and Sonakshi unveiled the Spirit of Provogue “Live Mad”, by launching the new Provogue Spring Summer 11 Catalogue, in the presence of Nikhil and Salil Chaturvedi.

We caught with the two B-town glam quotients and asked a few questions on fashion and madness and we must confess that the Provouge brand ambassadors Hrithik and Sonakshi gave some intriguing insights.

Excerpts from the brief chitchat –

Hrithiki Roshan -

Do you think that the world cup victory is something connected to Live Mad?

To get out of the crease and hit the winning sixer like Dhoni did, field like the fielders did and by defeating a top team like Sri Lanka; that's not playing by rules...that's pure passion and living MAD.

About your association with Provogue and the new campaign?

The reason I enjoy being the brand ambassador of Provogue is because I identify with the human spirit it stands for. Provogue is about 'going beyond'. It’s about taking dreams to another level and having the courage, intelligence and determination to see it through. And I believe in that, I believe in dreaming beyond the ordinary. That can only happen if you are driven by a certain kind of passion. Passion is the genesis of this campaign. Passion drives you to break the rules, drives you to be instinctive. You have to have that madness. Madness is a reflection of the passion. PASSION is the genesis of genuis and GENIUS is the genesis of MAD. Mad for me means Make a difference. Every great man has sometime in his life been termed MAD. But that's what makes a difference. That's exactly what this campaign stands for and I stand by it.

What is madness to you?

Madness is a state of mind. I'm a slave to my vision and that's my passion. To get there is my madness

Sonakshi Sinha -

What was the response of people by learning you’re the new face of Provogue?

Provogue has always had stylish and noticeable campaigns. I’m excited, happy and wowed by the whole idea and looking forward to the women’s wear campaign.

Being a fashion graduate, how involved are you in the Provogue collection?

Certainly would like to be. In fact, I will be meeting Nikhil soon to discuss the Autumn Winter 2011 collection. I will be giving my inputs and some sketches.

Click here to see - Hrithik, Sonakshi Launch Provogue's New Collection