AZORTE has unveiled its latest campaign, “You’re Not Mid, You’re Just in the Middle of Your Story”, which takes on Gen Z’s cultural fear of being labeled “mid.” Starring Khushi Kapoor and Vedang Raina, the film challenges the idea that “mid” equals mediocrity, instead reframing it as a necessary phase of growth, experimentation, and self-discovery.
Conceptualised by Famous Innovations and directed by Anish Dedhia, the brand film captures relatable moments of self-doubt – from fashion fails to imperfect dance reels – and transforms them into affirmations of individuality. The narrative encourages young people to wear their journey proudly, proving that authenticity matters more than perfection.
With its Autumn/Winter 2025 collection, AZORTE continues to champion raw, unfiltered self-expression. The campaign celebrates imperfection and invites Gen Z to embrace the in-between moments as markers of progress, not setbacks.
Dhaval Doshi, head of marketing, AZORTE, said:
“Gen Zs are done with the pressure to be flawless. They want brands that resonate with their authentic, evolving selves. This campaign tells them they don’t need everything figured out – their ‘middle’ is where the magic happens. We’re creating a safe space for young Indians to explore, evolve, and express themselves unapologetically.”
He adds that this marks a cultural shift towards “self-assured relevance,” where today’s youth seek meaning on their own terms, not through external validation.
The campaign is rolling out across digital platforms, OTT, OOH, and AZORTE stores – turning retail spaces into immersive celebrations of the journey, not just the destination.
