My Favourite Things
Zoha Shahzad, Creative Manager at Finqalab, lists a few of her favourite ad campaigns.
Published in Jan-Feb 2025
Faizan Syed discusses the rise of virtual influencers and their impact on marketing.
As they weave across the digital ecosystems, brands will have to adjust their advertising playbook for Gen Z, writes Faiza Musawer.
A generation that asks for nothing more than fulfilment is a good thing, argues Tyrone Tellis.
Urooj Hussain on the dangers of ignoring Gen X and Millennials in the media mix.
A little over three decades ago, ‘The Rhythm of Unity’ set a benchmark in Pakistan's advertising history. Mamun M. Adil revisits this iconic TVC and the story behind its creation.
Kiran Ahmad discusses how design underpinned by strong research can make a tangible difference in people’s lives.
Nabeel Qadeer discusses the economic fallout and long-term consequences of the current internet slowdown.
Brands need to refocus their strategies on securing rather than
deflecting their consumers’ attention, writes Afzal Hussain.
In the age of AI-infused drivel, human ingenuity and authentic, trustworthy content
is the only way to stand out, writes Amber Arshad.
Crisis management is about facing up, not staring down, opines Ad Mad Dude.
Weak corporate governance lies at the root of why some of
Pakistan’s iconic brands failed, writes Raeda Latif.
Umair Mustafa, Head of Marketing, Innovative Biscuits, speaks to Sadia Kamran about his organisation’s journey so far and what makes their products ‘innovative.’
Zohaib Hassan, Head of Marketing, Cheezious Pakistan, speaks to Uzma Khateeb Nawaz about Cheezious’ journey since its inception.
Digitally engaged perhaps, but Gen Z’s core values are deeply embedded in what it means to be Pakistani, writes Kashif Hafeez Siddiqui.
Yawar Iqbal examines the anxieties that lurk behind the social media screen.
Internet speak may be here to stay, but is it making what we want to say rather dull and monochromatic? Riffat Rashid poses the question.
Mehwish Aslam discusses how Gen Z’s lifestyle culture is shaping media choices and brand strategies.
Zubair Mallick discusses the power of the short-form video.
Alyan Khan-Yusufzai on the Crumble cookie phenomenon.
Faraz Maqsood Hamidi on the ever-evolving world of entertainment.
Gen Z has forever redefined the workplace, writes Noor-ul-ain Ali.
Auntie Algo has a rather unconventional proposal for Umair Kazi.
The first phase of DawnMedia’s ‘Breathe Pakistan’ campaign culminates with the first-ever international conference on climate change in Pakistan.
As media consumption patterns transition to short-form, on-demand content,
Yasser Akhtar discusses the implications of these changes on brands.
Aurora 's editorial from the January-February 2025 issue.
Media
Zahra Salah Uddin looks at how Gen Z is empowering musicians to revive concert culture.
Despite the algorithm, the ways we discover and consume music remain influenced by relationships and sociocultures, writes Laila Dodhy.
Alifya Sohail examines whether Shark Tank Pakistan stays the course
and delivers real value to Pakistan’s aspiring start-ups.
Why watch an entire series when snippets will do? Siham Basir comments on a growing trend among younger audiences.
Will the rising popularity of podcasts return our attention to longer formats? Sophiya Shams Rafi poses the question.
Campaign Watch
Misha Muttalib, Creative Manager, Bond Advertising, picks her favourite and not-so-favourite recent ad campaigns.
People
Sophia Khan speaks to David Wheldon, President Emeritus,
World Federation of Advertisers (WFA) and Non-Executive Chair, Pablo London.
Trends
Faizan Usmani on the gems embedded in Urdu colloquialism.
When corporate failures and vigilante deeds collide, online crowds become the judge, jury and myth-makers, writes Alifya Sohail.
Gen Z does not have short attention spans, just an aversion to bad content, argues Sameer Ali.
Branded Bubbles
A day in the life of Tayyab Siddiqui, a production designer and advertising professional.
Interview
Saima Mohsin, presenter at Sky News, speaks to Mamun M. Adil about receiving the Kathy Gannon Legacy Award, the significance of this achievement and the challenges she has faced during her career.
Abdullah Kadwani & Asad Qureshi, Directors, 7th Sky Entertainment, speak to Aurora about changing audience preferences and viewing patterns and their impact on the entertainment industry.
Campaigns
Sophia Khan on the hidden dangers of Pakistan’s outdoor advertising industry and how Easypaisa’s ‘Insured Billboards’ campaign is pushing the industry towards greater accountability and safety.
Profile
Alifya Sohail profiles YouTube star Irfan Junejo.
Creative
Mariam Hussain decries the vacuous blandness of Pantone’s Colour of the Year.
Launches
National Foods ventures into the sauce business with Drizz’l.
Opinion
Zahrah Mazhar examines the enduring allure of Pakistani TV dramas.
Books & Reviews
Zohra Yusuf reviews Akbar in Wonderland by Umber Khairi.
Transitions
Senator Sarmad Ali remembers Arshad Zuberi, Deputy Chief Executive of the Business Recorder Group.
