Telling the Right Story
Sarah Siddiqui discusses the importance of effective storytelling.
Dove
Breaking Barriers
For Women's Day, Aurora lists six Pakistani campaigns that push the boundary of traditional womanhood often portrayed in advertising.
Hits and Misses 2023
Seema Jaffer gives her verdict.
“There is a commercial reason why we believe that a fair living wage is not a cost but an investment.”
Amir Paracha, CEO, Unilever Pakistan, speaks to Aurora about his organisation’s Fair Living Wage, the economy and the trend towards buying local.
The Beauty of Self-Discovery
Muhammad Ali Khan on how personal care brands have evolved their messaging.
Duty Matters
Julian Saunders discusses why brands need to focus on their duty to their customers, rather than touting their purpose.
A Purpose to What Purpose?
Pakistani brands need to understand that purpose-led campaigns need concrete
and consistent follow-through to be credible.