Issues for Jan-Feb 2025

“The boldest clients are those who let people play with their brands”

Sophia Khan speaks to David Wheldon, President Emeritus, World Federation of Advertisers (WFA) and Non-Executive Chair, Pablo London.

“Earlier, people only talked about Indian content. Now it’s about Pakistan and that is a big achievement for the industry”

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.

Let the Music Stream

Despite the algorithm, the ways we discover and consume music remain influenced by relationships and sociocultures, writes Laila Dodhy.

Shark Tank Pakistan: A High-Stakes Reality Check?

Alifya Sohail examines whether Shark Tank Pakistan stays the course and delivers real value to Pakistan’s aspiring start-ups.

***Lassan, Kaddu* and *Tera Bhai!***

Faizan Usmani on the gems embedded in Urdu colloquialism.

Trial by Algorithm

When corporate failures and vigilante deeds collide, online crowds become the judge, jury and myth-makers, writes Alifya Sohail.

Bridging the Fulfilment Gap

A generation that asks for nothing more than fulfilment is a good thing, argues Tyrone Tellis.

Uncool, But Oh So Valuable

Urooj Hussain on the dangers of ignoring Gen X and Millennials in the media mix.

Revisiting ‘The Rhythm of Unity’

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.

From Aesthetics to Actual Impact

Kiran Ahmad discusses how design underpinned by strong research can make a tangible difference in people’s lives.

Crashing Pakistan’s Start-Up Ecosystem

Nabeel Qadeer discusses the economic fallout and long-term consequences of the current internet slowdown.

Beware of Brand Reactance

Brands need to refocus their strategies on securing rather than deflecting their consumers’ attention, writes Afzal Hussain.

Don’t Be a Copycat or a Suck-up!

In the age of AI-infused drivel, human ingenuity and authentic, trustworthy content is the only way to stand out, writes Amber Arshad.

Kill the Story, Kill the Brand

Crisis management is about facing up, not staring down, opines Ad Mad Dude.

“We believe that content marketing is the future and we have dedicated resources to creating content to promote our brands”

Umair Mustafa, Head of Marketing, Innovative Biscuits, speaks to Sadia Kamran about his organisation’s journey so far and what makes their products ‘innovative.’

“We are committed to giving back to Pakistan through concrete, climate-friendly actions”

Zohaib Hassan, Head of Marketing, Cheezious Pakistan, speaks to Uzma Khateeb Nawaz about Cheezious’ journey since its inception.

The Unbearable Pressures of the Peer Perfect Life

Yawar Iqbal examines the anxieties that lurk behind the social media screen.

The Rise of the Short, Cut Reel

Why watch an entire series when snippets will do? Siham Basir comments on a growing trend among younger audiences.

The Long-Form Comeback

Will the rising popularity of podcasts return our attention to longer formats? Sophiya Shams Rafi poses the question.

Do You Speak Internet?

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.

Mobile First and Last

Mehwish Aslam discusses how Gen Z’s lifestyle culture is shaping media choices and brand strategies.

Scroll, Tap and Share

Zubair Mallick discusses the power of the short-form video.

The Way the Reels Crumble

Alyan Khan-Yusufzai on the Crumble cookie phenomenon.

Platform and Function

Faraz Maqsood Hamidi on the ever-evolving world of entertainment.

Latte in a Cosy Café

Gen Z has forever redefined the workplace, writes Noor-ul-ain Ali.

Auntie Algo and the Perfect Rishta

Auntie Algo has a rather unconventional proposal for Umair Kazi.

Don’t Miss The Perfect Butter Dish

A day in the life of Tayyab Siddiqui, a production designer and advertising professional.

“I am a British Pakistani and a Muslim woman from a working-class background. All these aspects inform my work”

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.

Easypaisa Sets a New Safety Standard for OOH

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.

King of Content Cool

Alifya Sohail profiles YouTube star Irfan Junejo.

Aurora Magazine

Promoting excellence in advertising

Jan - Feb 2025