Issues for Mar-Aug 2025

Campaign Watch

Mahnoor Avais, Junior Consultant – Content Excellence, Creative, Symmetry Group, picks her favourite and not-so-favourite ad campaigns.

A Few of My Favourite Things

Mahrukh Shaikh, Chief Creative Officer at Wundernerf, lists a few of her favourite ad campaigns.

Making a Start on a Massive Job

Afia Salam highlights the small steps Pakistanis are taking in finding climate-adaptive solutions.

TOM or Just Plain Genericide?

Alyan Khan-Yusufzai discusses the dangers posed to brands
if they turn into category identifiers.

Can Pakistan’s Artisans Save Our Planet?

Mehr Hussain examines the role of artisanship in fashion in combating climate change.

Well Being by Design

Can behaviour science make you happier? Julian Saunders ponders the question.

Sick With Worry About How Well We Are?

Fatima Haider on how an all-consuming obsession with wellness may be the unhealthiest thing we can do.

Deluded Poets and Data Accountants

Advertising has split into two feverish extremes and the centre may not hold, warns Ad Mad Dude.

Redefining Wellness

Lailamah Giselle Khan on navigating wellness sustainably.

How to Make the Extreme Mainstream

Faraz Maqsood Hamidi on how to make bold ideas acceptable.

**Sticking to Dadi’s Recipes**

Nazish Chagla discusses the relationship between our
genetic predisposition and the food we eat today.

Why Wellness Made Me Unwell

Sabah Bano Malik recounts her social media wellness traumas.

Oh for That Rhode Lip Case!

Misha Muttalib discusses how social media is shaping consumer behaviour through the power of aesthetic marketing

#TherapistRebrand MyBurnout

Umair Kazi channels his inner therapist.

Hype, Awareness and Influencers

Fatima S. Attarwala looks at how local brands are finding a space in the wellness trend.

The Earworm Effect

Elhaam Shaikh on the enduring resilience of radio

Treading a Fine Balance

Are you using AI to help or to replace you?
Asrar Alam highlights the difference.

The Good, the Bad. The Agency.

Taimur Tajik on why a pressure cooker culture is driving creatives away from ad agencies.

Anthropic Claude and the Ethics of Human Values

Agentic AI is poised to redefine how businesses innovate, connect and lead. But first, it needs to align with human values, argues Faizan S. Syed.

Stop With the Water Works

Nadeem Farooq Paracha discusses the ethos and pathos embedded in our advertising.

Meditating Dollars

In turning into a global business juggernaut, yoga has lost its deeper purpose, argues Aliya Agha.

A Universal Right or a Luxury for the Select Few?

Wellness should not be about individual effort alone. It should be about shaping systems, cities and communities, making wellness accessible to everyone, argues Shaista Ayesha.

The Complications of Food

Food is amoral. It is how and when we consume it that makes it our medicine or our poison, argues Nazish Chagla.

Bringing the Deep Logic of Design Thinking to the Inner Lives of Individuals

Junaid Aziz reflects on how design thinking can bring a new grammar of possibility to Karachi and beyond.

Balance in the Age of the Always-On Culture

Changing the work culture in Pakistan will involve a collective and concentrated effort from policymakers, employers and employees, writes Fauzia Kerai Khan.

In Pursuit of Wellness

In the game of talents, wellness practices have become the primary driver of organisational growth, writes Dr Sheeza Mohsin.

Wellness and the Ad Agency

Built on the ideals of innovation, Pakistan’s ad agencies are struggling to adapt to the needs of its newest workforce, writes Seema Jaffer.

Neuroscience and the Workplace

Saman Ghani Khan on what it takes to build a trauma-informed organisation.

Just Saying: Is Wellness Overrated?

Aurora's editorial from the March-April 2025 issue.

Living the Abundance Mindset

Mamun M. Adil profiles Adnan Malik, actor, director and now a therapist, somatic coach and group facilitator.

Campaigns Register

Campaigns Released in January-February 2025

Brighto’s Ramzan Splash

Shizra Mangnejo covers Brighto's Ramzan campaign.

Not So Holier Than Thou

Ayesha Aman reviews the marketing gimmickry that surfaces in the month of Ramzan.

“From a wellness perspective, advertising is the worst industry to be in”

Sophia Khan speaks to Amafah Mubashir, Founder, Asana Wellness, about her journey into the wellness space.

“Korean, French and Spanish content present major opportunities in the voice-over and dubbing business”

Uzma Khateeb Nawaz speaks to Hammad Hussain, Founder and CEO of Media Menderz Production, about his journey in voice acting, starting up a training institute and the future of the dubbing and voice-over business in Pakistan.

“Our goal must be to ensure that our students get admission to the best universities of the world”

Dr S. Akbar Zaidi, Executive Director, IBA Karachi, speaks to Aurora about his institution’s landmark achievements over 70 years and his ambitions for its future.

“We are committed to making wellness accessible and affordable to the average consumer”

Sadia Kamran speaks to Dr Anum Akhai, Chief Growth Officer, Martin Dow Group and Director, Welnox, on the evolution and future of the wellness market in Pakistan.

The Season Chaser

A day in the life of Asad Monga, chef, forager and videographer.

Turning Crypto Ambitions Into Realities

Will the newly created Pakistan Crypto Council succeed in making Pakistan a major player in the blockchain revolution? Jafer Ali Shariff poses the question.

Mar - Aug 2025