Brands
Azorte makes mid moments the new cool with Gen Z fashion campaign
MUMBAI: In a world obsessed with extremes, Azorte is flipping the script on what it means to be “mid”. The fashion and lifestyle destination, one of India’s fastest-growing, has launched its Autumn Winter 2025 campaign, “You’re Not Mid, You’re Just in the Middle of Your Story,” starring hindi movie’s fresh faces Khushi Kapoor and Vedang Raina. The campaign’s mantra is clear: mid isn’t mediocre, it’s momentum, the stumble before the stride.
The narrative strikes a chord with Gen Z, a generation constantly haunted by the pressure to stand out, chase virality, and curate perfection. Azorte reframes these so-called “average” moments as essential steps in the messy journey of self-discovery, confidence, and authentic style. It’s not about perfection; it’s about progress.
Through a visually arresting brand film crafted by Famous Innovations and directed by Anish Dedhia, the campaign captures the chaos and charm of real life. From dance reels that don’t always land to late nights spent dreaming of what’s next, Khushi and Vedang embody the raw, in-between moments that shape identity. Each frame celebrates bold styling, experimentation, and unapologetic self-expression, reinforcing the brand’s message that “authentic beats perfect every time.”
Azorte head of marketing for Dhaval Doshi explained, “Gen Zs are tired of the pressure to be perfect. They want brands that understand their raw, in-progress selves. This campaign says you don’t need to have it all figured out. With expressive capsules and a narrative that celebrates imperfection, Azorte creates a safe space for young Indians to explore, evolve, and express themselves unapologetically.”
The campaign also taps into what Azorte calls “Self-Assured Relevance.” Today’s youth value being in sync with the world yet remain confident even if recognition doesn’t immediately follow. Being “in the middle” of their journey isn’t failure, it’s the process of becoming. This philosophy underpins the brand’s design, storytelling, and store experiences, transforming each touchpoint into a celebration of the journey, not just the destination.
Rollout spans digital platforms, social media, OTT, OOH, and in-store experiences, with Azorte stores themselves becoming immersive hubs where customers can explore their style narratives in real-time. Fans can also experience the full world of Azorte on the go at azorte.ajio.com.
With this campaign, Azorte positions itself not just as a fashion destination, but as a cultural companion for Gen Z, one that encourages embracing the “mid” moments, celebrating the messy, the bold, and the authentic, and finding confidence in the journey itself. After all, in the middle is where the magic happens.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
