Beyond Pakistan
Every now and then, Aurora has looked further afield on theadvertising and business front. Dubai is not only one of the majorregional hubs (the other is Singapore) for a large proportion ofthe multinational advertising that lands up in Pakistan. It has alsobecome a location of choice for many new age Pakistan ad agenciesthat service local Pakistani clients.
More recently, in 2024, Nukta waslaunched in Dubai by a largely Pakistani team. In this respect, Dubaiis increasingly seen as a location of opportunity for many Pakistaniadvertising and media professionals, if only as a stepping stone to bettercareer choices. Dubai is also a prime event and conference location,and the top choice for international advertising association gatherings,awards and high-profile events. A case in point was Expo 2020 Dubai in2021-22, the first world expo to be held in the MENA region. Expo 2020Dubai was an opportunity for Pakistan to shine. Marketed by top Auroracontributor Shoaib Qureshy and his team at the Bulls Eye DDB Group,the Pakistan Pavilion made it to the international media lists as one ofthe must-see pavilions. Based on the theme of “Hidden Treasure”, thePavilion showcased the best of Pakistan, starting with the spectacularfaçade designed by Rashid Rana. A best-in-class example of the effectivemarketing of ‘brand Pakistan’, the Pavilion was strongly supported by thecountry’s leading private sector companies.
China is a frenetic hub of industrial development. The second largesteconomy in the world, verging on becoming the first. China has alwaysbeen of interest to Pakistan. Apart from the historic friendship forgedbetween the two countries, China in the last 20 years has had asignificant impact on Pakistan’s economy and its consumers.
Led bythe promise of CPEC (not yet tangible to most Pakistanis), Pakistanwas at first a dumping ground for mediocre Chinese products. In fact,there was a time when begums and plumbers alike found commonground over the poor quality of the said products. But things changedand Chinese products rapidly improved and today most of what wepurchase are either completely made or contain key components madethere. Quality is no longer an issue. The extent of this transformationand its impact are Chinese cars, with both the Changan and BYD closeto displacing the dominance of the ‘big three’ – Pak Suzuki, Honda andToyota. China is also leading Pakistan’s new energy revolution, not onlyin the domain of EVs, but in solar panels. According to China Briefing,in 2024, total bilateral trade reached $23.1 billion; Chinese exports toPakistan accounted for $20.2 billion and imports from Pakistan were$2.8 billion. The threatened Trump tariffs are unlikely to affect trade withChina, However, Pakistan’s economic managers should be mindful of thewidening trade imbalance.
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