Issues for Jan-Aug 2025

A Few of My Favourite Things

Zoha Shahzad, Creative Manager at Finqalab, lists a few of her favourite ad campaigns.

A Quest for Virtual Authenticity

Faizan Syed discusses the rise of virtual influencers and their impact on marketing.

Cracking the Gen Z Code

As they weave across the digital ecosystems, brands will have to adjust their advertising playbook for Gen Z, writes Faiza Musawer.

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.

“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.

Digitally Pakistani

Digitally engaged perhaps, but Gen Z’s core values are deeply embedded in what it means to be Pakistani, writes Kashif Hafeez Siddiqui.

The Unbearable Pressures of the Peer Perfect Life

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

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.

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.

DawnMedia Delivers on its Call for Collective Climate Action

The first phase of DawnMedia’s ‘Breathe Pakistan’ campaign culminates with the first-ever international conference on climate change in Pakistan.

Just Saying: Screens and The Bahu

Aurora's editorial from the January-February 2025 issue.

Raving It Up at the Warehouse

Zahra Salah Uddin looks at how Gen Z is empowering musicians to revive concert culture.

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.

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.

Campaign Watch

Misha Muttalib, Creative Manager, Bond Advertising, picks her favourite and not-so-favourite recent ad campaigns.

“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.

“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.

“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.

Jan - Aug 2025