The campaign conceptualized by FCB Ulka will roll out across social media, television, out-of-home advertising, over-the-top platforms, and in-store activations.

Commenting on the campaign, Nitin Sehgal, CEO of Azorte in a press release said, “With ‘Your safe space,’ we are creating a platform where Gen Z can be their most authentic selves, without compromise. The campaign reflects our commitment to providing trend-forward, high-street fashion that resonates deeply with the new generation.”

Dhaval Doshi, head of marketing at Azorte added, “With this campaign, we really wanted to capture the authentic everyday spirit of self-expression. ‘Your Safe Space’ acknowledges that life isn't about neatly separated moments; it's about navigating through conflicting emotions. It's about understanding that changing your mind is part of the journey, not a flaw.”

Reliance Retail launched Azorte in 2022 to cater to Gen Z shoppers who follow global trends. In addition to its network of brick-and-mortar stores, the brand retails online on Reliance’s multi-brand e-commerce platform Ajio.