Issues for Mar-Apr 2024

Cultivating the Clean Green Mushroom

A day in the life of Farhan Sohail, Founder, Clean Greens.

Agritising

Faraz Maqsood Hamidi compares agriculture with advertising.

Do You Really Understand ROI?

Measuring ROI is more complicated than you think, argues Tyrone Tellis.

Connecting Through Immersion

Ayesha Aman discusses the benefits of event sponsorships.

I Dream, Therefore I Buy

Puruesh Chaudhary discusses the likely impact of conscious technology on the future of media and advertising.

Disruption and Banking 4.0

As open banking prepares to make its debut in Pakistan, Nabeel Qadeer discusses its implications for the financial sector and its customers.

Gen Z Ka Falooda

In their pursuit of Gen Z, brands often find themselves navigating a minefield of clichés and questionable content, writes Ad Mad Dude.

The Length Between a Click and a Skip

Taimur Tajik comments on ads, both short and long, that make the cut.

Downsizing on the Value

As inflation is set to persist, Omar Farooq reflects on how brands can still maintain their value proposition.

Just Saying

Aurora's editorial from the March-April 2024 issue.

Zabardasti Ki Baat

Rather than mirror society, advertising should strive to change it, argues Atiya Zaidi.

Ode to Teamwork

Why is teamwork so hard to achieve in our ad industry? Asrar Alam and Sameen Rashid pose the question.

Adopting Affiliate Marketing

Fauzia Kerai Khan discusses the accruing benefits of affiliate marketing for emerging and established brands.

How Well Is Your Creativity Trending This Year?

The Strategist looks at Dentsu’s 2024 Creative Trends Report and extrapolates how Pakistani brands can leverage these trends when speaking to their audiences.

Understanding What We Eat

Tamoor Mir makes the case about why the agri sector needs to leverage the power of advertising to highlight its potential and benefits.

Agriculture’s Weakest Link

Despite past successes, Pakistan’s R&I system needs a deep revamp if agriculture is to overcome the challenges of the future, argues Dr Mubarik Ali.

Biting the Growth Bullet

Despite agriculture remaining crucial to Pakistan’s economic progress, governments are still not giving the sector the attention it deserves, argues S.H. Irtiza Kazmi.

A New Look at Agriculture

To progress effectively, agricultural practices need to adopt new frameworks and, most of all, new mindsets. Shoaib Siddiqui has a few ideas.

The Ascendancy of Corn

Fatima S. Attarwala looks at reasons why corn has become a success story.

Incentivising Agri-Financing

Data and digitisation are creating conditions conducive to agricultural financing, writes Ammar H. Khan.

Disrupting Agriculture’s Fiscal Model

If Pakistan is to ever open up the economic potential of its agricultural sector, it will have to substitute outdated and ineffective financing methods in favour of ‘an enabling capitalist model’, argues Aijaz A. Nizamani.

Fighting Pakistan’s Growing Food Insecurity Crisis

Unless something is done now, climate change will exacerbate Pakistan’s lethargic agricultural growth and lead to further food insecurity, warns Aisha Khan.

Karachi Farmers Market

Take a walk through the Karachi Farmers Market with Aurora.

Campaign Watch

Mehreen Arjumand Almas, Director Strategic Planning, Golden Circle, picks her favourite and not-so-favourite recent ad campaigns.

A Few of My Favourite Things

Zehra Zaidi, Group Executive Creative Director, Ogilvy Pakistan, lists her favourite ad campaigns.

How Cuteness Conquered the World

Julian Saunders ponders Hello Kitty and the power of cute.

Branding in a Time of Boycotts

Rather than pretend it is not happening, brands facing boycotts need to learn to connect with their audiences in a more meaningful manner, argues Nadeem F. Paracha.