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Aurora's editorial from the May-August 2025 issue.
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Pakistan is at a crossroads and must take the lead in building a global clean
technology ecosystem, argues Ali Moeen Malik.
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Pakistan’s 2019 EV policy failed to achieve its purpose. Mazhar Mohsin Chinoy
assesses whether the new 2025 NEV policy will fare any better.
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Nasir Jamal speaks to the major players in the EV market and concludes that despite Pakistan’s commitment to electrifying its auto industry, it continues to lack clarity of intent in its implementation policies.
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Sindh and Punjab’s current plans to import EV buses are ambitious but come
at the cost of precious foreign exchange, writes Aamir Shafaat Khan.
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Despite structural challenges and consumer anxieties, the transition to new energy cars will be inevitable, writes Fatima S. Attarwala.
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Huma Yahya Khattak, CEO, EV Technologies, speaks to Mamun M. Adil about the introduction of ELFA e-bikes and the future of the e-bike sector.
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Given the precarious state of Pakistan's economy, the auto-financing market is likely to remain depressed, predicts Ammar H. Khan.
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Given that Pakistan has yet to develop a sufficiently robust EV ecosystem, auto buyers are likely to get a far more satisfying ride on a hybrid, argues Faizan S. Syed.
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Car advertising in Pakistan needs to take a U-turn, argues Sami Qahar.
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Fuel prices may hit the sky, but if your bonnet is higher than the guy next to you, apparently it’s worth it, comments Misha Mutallib.
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Shizra Mangnejo covers the launch of the all-new Hyundai Tucson Hybrid.
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Omar Jamil welcomes the role of PREDA in sustaining respectful partnerships.
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Emen Iftikhar Kiani selects her favourite and least favourite ad campaigns.
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Pakistan’s industry must prepare to deal with its fiercest agents
of change – the climate and AI, writes Mariam Ali Baig.
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Always far more than only the sum of its parts, should have advertisers done more to ensure Aurora’s continuity? Javed Jabbar poses the question.
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Looking at advertising agencies from the vantage point of the last 27 years.
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Evaluating the creative journey of Pakistan’s ad agencies from the 1970s to the present.
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Which brands have reigned supreme since 1998?
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Faraz Maqsood Hamidi wraps up a column that lasted 27 years.
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The evolution of media buying houses from 1998 to the present.
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How has the PR industry changed in the last 27 years?
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The government may be the nation’s largest advertiser, but is it the nation’s greatest communicator?
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Shoaib Qureshy recaps his contributions to Aurora
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How has advertising as a career been viewed in the last 27 years?
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How have women fared in advertising over the last 27 years?
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How has the Pakistani consumer changed in the last 27 years?
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Acknowledging Aurora’s contribution to the ad industry, Zohra Yusuf expresses her hope of seeing the return of the magazine in digital form.
