Azorte has rolled out a campaign, "You’re Not Mid, You’re Just in the Middle of your story”, featuring actors Khushi Kapoor and Vedang Raina to showcase its Autumn Winter 2025 collection.

Conceptualised by Famous Innovations, the campaign comprises an ad film.

The film opens with Raina preparing to perform and Kapoor debating whether to post her content, set against a voiceover about how we judge ourselves as mediocre and feel stuck in between. It then flips the idea of being 'mid' from mediocrity to momentum, messy, uncertain, but full of possibility. By turning self-doubt into moments of confidence, style, and unapologetic expression, whether through imperfect fashion experiments, reels that feel cringey yet real, or nights of restless dreaming, Azorte reframes mediocrity as progress. The Autumn Winter 2025 campaign reminds Gen Z that authentic always beats perfect, inviting them to wear their journey, embrace the in-between, and feel at home in their own skin.

What we think about it: Lands a fresh insight by reclaiming the fear of being 'mid' and turning it into a stylish celebration of growth, self-doubt, and authenticity that Gen Z can relate to. But while the message is sharp, the execution risks feeling more like a brand manifesto than an emotionally gripping story, which could limit its memorability.

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 recognise 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.