Mumbai: AZORTE, a fashion and lifestyle destination, has unveiled its latest campaign, “You’re Not Mid, You’re Just in the Middle of Your Story”—a bold narrative addressing Gen Z’s cultural anxiety around being “mid.” Featuring Bollywood’s rising stars Khushi Kapoor and Vedang Raina, the campaign flips the notion of mediocrity, reframing “mid” as a space of self-discovery, growth, and authentic self-expression. As the brand manifesto declares: “mid isn’t mediocre—it’s momentum, the stumble before the stride.”
The campaign taps into a new generational insight: in a world driven by extremes, instant virality, and curated perfection, Gen Z faces relentless pressure to stand out. The fear of being ‘average’ often overshadows the in-between moments of becoming. AZORTE counters this by reminding its audience that being “in the middle” is not a setback, but progress.
Brought to life through a striking brand film by Famous Innovations and directed by Anish Dedhia, the campaign follows Khushi and Vedang navigating moments of self-doubt and transforming them into expressions of style, confidence, and unapologetic individuality. Whether through fashion experiments that don’t always land or quiet nights spent dreaming of what’s next, the narrative celebrates authenticity over perfection, reinforcing the idea that “authentic beats perfect every time.”
AZORTE’s Autumn Winter 2025 campaign underscores its commitment to connecting deeply with Gen Z and their evolving identities. In a cultural landscape obsessed with curated perfection, the brand offers a safe space that embraces the raw, the real, and the unedited.
Commenting on the launch, Dhaval Doshi, Head of Marketing – AZORTE, said, “Gen Zs are tired of the pressure to be perfect all the time. They want brands that understand their raw, in-progress selves. This campaign is our way of saying: you don’t need to have it all figured out yet. With bold styling, expressive capsules, and a narrative that celebrates imperfection, AZORTE is building a safe space for young Indians to explore, evolve, and express themselves unapologetically.
What we’re really seeing is a shift towards what we call Self-Assured Relevance. For today’s youth, relevance matters — but not in the old sense of chasing external validation or constant applause. Instead, relevance is now self-anchored: a state where they value being in sync with the world around them, yet remain assured even if the ‘likes’ or recognition don’t immediately follow. They recognize that being ‘in the middle’ of their journey doesn’t signal mediocrity, but the process of becoming. And it’s within this messy, in-between phase that their truest identity and style take shape.”
The campaign will roll out across digital platforms, social media, OTT, OOH, and in-store experiences, with AZORTE stores transforming into immersive spaces that celebrate not just the destination, but the journey itself.
