The Aurora Awards

Fact: Did you know that Aurora existed well before the launch of themagazine? Aurora first appeared on the scene in 1992 in the guiseof the Aurora Awards for advertising excellence – the first-everawards to honour the advertising profession. They were announcedon December 16, 1992, at Baleji Beach in Karachi. A scintillating event thatgathered the heads of the marketing and advertising professions and theirbest and brightest creative minds. Aurora, the magazine, was launched inJuly 1998. Nine years later, on March 17, 2007, the second Aurora Awardswere held, at the Mohatta Palace Museum in Karachi.

The Aurora Awards were a milestone for a young industry. They were arecognition of the role advertising plays in shaping society and encouragingchoice at a time when Pakistan’s communications industry was preparing toengage with global advertising agencies, and an acknowledgement that theprofession had come of age. Whereas in 1992, advertising was still aboutselling products, by 2007, it was about brand equity, brand communication andconsumer engagement. The media had fragmented, going from public ownedTV channels, to a plethora of privately owned ones and FM radio stations. Atthe same time, ‘new media’ as digital was then referred to as, was beginningto make brands rethink their communication approaches. Advertising hadbecome a recognised career based on defined skill sets, rather than a defaultchoice when other marketing avenues failed to materialise.

The 2007 Aurora Awards were presented in three categories: AuroraBoreas for FMCGs; Aurora Zephyr for Durables and Services and AuroraEurus for Social Marketing and Community Service. Each category wassub-divided in Best Advertisement in Print and OOH; Best Advertisementon TV, Radio and Multiple Media Campaigns – plus Honourable Mentionsacross all three categories. Over 600 entries were received. Adcom (laterAdcom Leo-Burnett) emerged as the big winners of the event, sweepingup seven awards, followed by Interflow Communications with four, OrientMcCann Erickson with two, and Spectrum Communications, ManhattanInternational, 5th Element and Head Lion with one each.

Ten Lifetime Achievement Awards were presented, honouring thefounding fathers of Pakistan’s ad profession. They went to S.M. Akhlaq(posthumous) Founder, Adcom; Chaudhary Abdul Ghafour (posthumous),Chairman, Adarts; Naseer Haider (posthumous) Chairman & CEO IALSaatchi & Saatchi; S.H. Hashmi (posthumous) Founder, Orient Advertising;Sultan Mahmud (posthumous), Founder, United Advertisers; Bashir Mirza(posthumous), Founder, Atelier BM; Framroze H. Punthakey (posthumous),Partner Asiatic Advertiser (now JWT); C.A. Rauf (posthumous) Founder,R-Lintas (now MullenLowe Rauf); S.M. Shahid, Founder, Oscar Advertising,and Rashid Umar Thanvi (posthumous) Founder, MAC Advertising.

Presentation night mirrored the glamour and glitz that defined advertisingin those days. The red carpet was rolled out as celebrities from the worldsof advertising, corporate communications, fashion and the arts arrived foran evening hosted by Ayeshah Alam and Leon Menezes. A carefully curatedmenu for a sit-down as well as a buffet dinner was served, consisting ofdelicacies from Sindhi cuisine. Adding to the glamour of the occasion wasa musical segment consisting of Akhtar Chenaal Zehri, Dhamali Allan Fakirand Naseebo Lal – topped by Abida Parveen.

It was The Night of the Auroras.

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