Aurora Magazine

How should the Effies evolve?

The Effie Awards 2025 honoured the most impactful campaigns of the previous year.

Employee-generated content is proving to be a far more effective tool for brands than traditional marketing strategies, argues Eman Ali.

Kashif Hafeez on the evolution of sports marketing and how brands can benefit from HBL PSL.

Motorcycles have long been a staple of Pakistan’s roads, but few embody a lifelong passion for them like Syed Muhammad Haroon Rashid.

Riffat Rashid invites a spaced-out restaurateur, a wannabe food critic and a high-society insider for an Eid brunch.

Aabshar is tackling one of Pakistan’s most pressing challenges – water scarcity – with AI-driven solutions.

Reframing isn’t just a marketing tactic – it’s a game-changer. Tyrone Tellis explores how brands and individuals can redefine perceptions to their advantage.

Anushe Engineer on how Pakistan’s youth are leading the charge for climate justice by challenging outdated systems, driving grassroots activism and demanding real change.