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
HSBC Mutual Fund launches Redhex SIF for specialised investing
SEBI-approved fund offers flexible strategies with Rs 10 lakh minimum entry.
MUMBAI: When markets get complex, investors are increasingly looking for sharper tools and HSBC Mutual Fund is betting on exactly that. The asset manager has introduced RedHex SIF, its dedicated Specialized Investment Fund (SIF) platform in India, aimed at investors seeking more targeted, outcome-driven strategies without stepping outside the familiar mutual fund ecosystem. Structured under SEBI’s regulatory framework, Redhex SIF is designed to offer greater portfolio flexibility than traditional mutual funds while retaining core benefits such as transparency, governance and ease of access. The idea is to bridge the gap between conventional investing and more sophisticated, strategy-led approaches.
The platform comes with a minimum investment threshold of Rs 10 lakh, positioning it squarely for experienced investors, including HNIs and institutional participants. In return, it offers focused investment strategies built around specific themes, enabling more precise portfolio construction.
At its core, the proposition leans on balance flexibility without losing discipline. While investors gain access to differentiated opportunities, the structure maintains a strong emphasis on risk management and portfolio stability, reflecting a growing demand for controlled exposure in volatile markets.
The launch also signals a broader shift in investor expectations. As market cycles become more dynamic, alpha is increasingly tied to adaptability and nuanced strategy rather than broad-based allocation alone. Platforms like Redhex SIF attempt to respond to this shift by offering more tailored solutions within a regulated framework.
For HSBC Mutual Fund, the move expands its product suite while tapping into a segment that is moving beyond vanilla offerings in search of sharper outcomes.
In short, as investing evolves from one-size-fits-all to made-to-measure, Redhex SIF positions itself as a toolkit for those looking to play the market with a bit more precision and a lot more intent.
