Issues for May-Aug 2025

The marketing and communications industry’s response to Aurora being paused.

THE VOICE OF THE ADVERTISING INDUSTRY 1998-2025

THANK YOU TO THE AURORA EDITORIAL TEAM, THE DESIGNERS OF AURORA, DAWN MEDIA AND OUR CONTRIBUTORS!

The Voice of the Advertising Industry.

The End of an Era and the Hope of a Revival

Through its commitment to authentic content, Aurora has served a foundational role in the evolution of Pakistan’s marketing and advertising industry, writes Amin Rammal.

25 Thoughts For 25 Years

Shoaib Qureshy recaps his contributions to Aurora

The Last Rant

Faraz Maqsood Hamidi wraps up a column that lasted 27 years.

**Au Revoir Aurora (Not Adieu)**

Acknowledging Aurora’s contribution to the ad industry, Zohra Yusuf expresses her hope of seeing the return of the magazine in digital form.

Aurora: New Vistas at Birth, In Life, and In Farewell

Always far more than only the sum of its parts, should have advertisers done more to ensure Aurora’s continuity? Javed Jabbar poses the question.

The Book of Advertising and A New Generation of Superheroes

Pakistan’s industry must prepare to deal with its fiercest agents of change – the climate and AI, writes Mariam Ali Baig.

A Few of My Favourite Things

Saima Saleem, Creative Director and Associate Producer at AzadFilm who leads the Communication Department at SIUT Karachi, lists her favourite ad campaigns.

The New Influencer

Sheryar Latif discusses the emergence of AI as marketing’s most potent influencer.

Flaunt or Resist?

Are Pakistan’s Gen Zers rejecting conspicuous consumption? Maha Shahid poses the question.

Baby Baji Forevermore

Faizan Usmani on the illogical world of Subcontinental nicknames.

For the Sheer Fun Of It

From his American shores, Oswald Lucas looks at how advertising is done there and here – and concludes Pakistani advertisers need to have much more fun.

Collaboration Yes. Confrontation No.

The recent conflict between India and Pakistan has highlighted the urgent need for journalists from both sides to collaborate, verify and inform, argues Zahra Salah Uddin.

Electric Avenue

Faraz Maqsood Hamidi on Karachi's quiet shift to electric transport.

Why the World Can’t Get ‘Knafeh’ of Dubai Chocolate

Alyan Khan Yusufzai on how Dubai Chocolate expanded from a treat to becoming an example of modern brand storytelling.

The Magic of an Age-Diverse Workplace Moment

Never before have three such distinct generations shared their workplace. The result is a unique choreography that strengthens brand building, writes Selina Rashid.

Steering the Wheels of Entrepreneurship

Sonya Rehman profiles Suneel Sarfraz Munj, co-Founder, PakWheels.

Campaign Watch

Emen Iftikhar Kiani selects her favourite and least favourite ad campaigns.

You, Your Car and Your Ego

Fuel prices may hit the sky, but if your bonnet is higher than the guy next to you, apparently it’s worth it, comments Misha Mutallib.

Go Hybrid

Given that Pakistan has yet to develop a sufficiently robust EV ecosystem, auto buyers are likely to get a far more satisfying ride on a hybrid, argues Faizan S. Syed.

Heart Over Horsepower

Car advertising in Pakistan needs to take a U-turn, argues Sami Qahar.

Data Suspicion and Brand Loyalty

Privacy has gone from being a purely tech issue to a complex marketing one, writes Zeeshan Wasim.

Evolution or Extinction? Pakistani ad agencies in the age of AI.

Agencies have to embrace a culture of ideas that are bigger than ads because ideas will be the currency of the future and motivate action, argues Imtisal Abbasi.

Visions in High Octane

Swirling in the obsolescence of gasoline-induced exhaust fumes,
Umair Kazi discerns the ultimate luxury car.

“Our mission is to provide affordable vehicles to the people of Pakistan”

Hiroshi Kawamura, Managing Director, Pak Suzuki, speaks to Aurora about his company’s plans to use biogas as an alternative energy source, improve driving practices and contribute to the growth of Pakistan’s auto industry.

Keeping a Tight Lid on Auto Financing

Given the precarious state of Pakistan's economy, the auto-financing market is likely to remain depressed, predicts Ammar H. Khan.

The Transition Momentum

Despite structural challenges and consumer anxieties, the transition to new energy cars will be inevitable, writes Fatima S. Attarwala.

“We want to make Pakistan a hub of innovation for EVs”

Huma Yahya Khattak, CEO, EV Technologies, speaks to Mamun M. Adil about the introduction of ELFA e-bikes and the future of the e-bike sector.

Setting Boundaries with PREDA

Omar Jamil welcomes the role of PREDA in sustaining respectful partnerships.

Boarding the Electric Bus

Sindh and Punjab’s current plans to import EV buses are ambitious but come at the cost of precious foreign exchange, writes Aamir Shafaat Khan.

Hyundai Nishat Advances in Hybrid Technology

Shizra Mangnejo covers the launch of the all-new Hyundai Tucson Hybrid.

Just Saying: Hitting the Road (please wait)

Aurora's editorial from the May-August 2025 issue.

Will Pakistan’s New EV Policy Work?

Pakistan’s 2019 EV policy failed to achieve its purpose. Mazhar Mohsin Chinoy assesses whether the new 2025 NEV policy will fare any better.

All Revved Up But Nowhere To Go?

Nasir Jamal speaks to the major players in the EV market and concludes that despite Pakistan’s commitment to electrifying its auto industry, it continues to lack clarity of intent in its implementation policies.

Building an Electric Future

Pakistan is at a crossroads and must take the lead in building a global clean technology ecosystem, argues Ali Moeen Malik.

A Step Forward Towards Financial Empowerment

The recently concluded Pakistan Financial Literacy Week 2025 could be a significant milestone in enhancing financial awareness and national inclusion, writes Raeda Latif.