Aurora Magazine

“We are in a period of transition, and the question is, how do we prepare for this to ensure we provide the best solutions for our clients?”

Ateeq-ur-Rehman, CEO, GroupM, speaks to Aurora about how his company is preparing for the transition towards more digitally engaged audiences. Updated 23 Jan, 2024 12:50pm

Get Ready for Gen Alpha

Drawing upon the contrasts between the Millennials and Gen Z, Urooj Hussain looks ahead to what brands can expect from Gen Alpha. Published 18 Jan, 2024 10:04am

From Influencers to AI

Zohare Ali Shariff examines the changes that have affected PR in the last 25 years. Published 17 Jan, 2024 04:45pm

A Socratic Dialogue for the Next 25 Years

Umair Kazi decodes the Gen Z philosophy. Updated 16 Jan, 2024 10:44am

Chilling With Nescafé

Nescafé rolls out Pakistan's first AI-generated campaign to promote its chilled coffee range. Published 04 Jan, 2024 03:28pm

A Few of my Favourite Things

Batool Habib Curmally, Head of English Copy and Associate Creative Director, Spectrum VMLY&R, picks her favourite ads. Updated 31 Oct, 2023 04:53pm

Making the World More Beautiful

Sara Jamil reflects on the gifts that graphic design brings into our worlds. Published 28 Oct, 2023 01:14pm

Aspirations of Beauty

Fatima S. Attarwala explores how Pakistani women approach their beauty. Updated 25 Oct, 2023 03:51pm

Just Saying

Aurora's editorial from the September-October 2023 issue. Published 18 Oct, 2023 12:53pm

Waking Up To Woke

To come to terms with woke consumerism, brands need to dig a lot deeper than they are currently doing, argues Afzal Hussain. Published 18 Oct, 2023 11:48am

“Beauty is a personal choice”

Qawi Naseer, Country Managing Director, L’Oréal Pakistan, speaks to Mamun M. Adil about the evolution of the beauty category. Updated 18 Oct, 2023 03:04pm

Just Saying

Aurora's editorial from the July-August 2023 issue. Published 16 Sep, 2023 12:11pm

Living, Not Just Loving the Brand

Gen Z will not respond to traditional advertising – you have to make them inhabit your brand, argues Sumaira Mirza. Published 01 Sep, 2023 04:24pm

Burp

Faraz Maqsood Hamidi on how Gen Z are redefining traditional cuisines by infusing them with international influences. Published 30 Aug, 2023 02:26pm

Wanting It All in a Single Food Package

Instagramming may be the rage among Gen Z, but influencers not so much, argues Fatima S. Attarwala. Published 23 Aug, 2023 11:51am

Food Fetishes and Social Media

Khalid Naseem on the impact of social media on the food choices of Gen Z and Millennials. Updated 30 Sep, 2023 01:15pm

The New Agents of Change

Gen Z are redefining our lifestyles and the sooner brands understand them the better, argues Danial Pirani. Updated 23 Aug, 2023 10:40am

“It is going to be about who will take whose share. That is the game.”

M. Raza Pirbhai, CEO, KFC, speaks to Aurora about survival in a time of economic stress and staying relevant to Gen Z. Updated 21 Aug, 2023 12:56pm

I Am a Person, Not a Label

In trying to force Gen Z into labels of their own creation, brands should actually try to understand what defines them, argues Nadeem F. Paracha. Updated 18 Aug, 2023 04:41pm

Sab Ko Redmi Chahiye?

Xiaomi's launch of their Redmi 12C mobile phone and why ‘Sab Ko Redmi Chahiye’. Published 17 Aug, 2023 10:17am

I’m Instain’ It

Muhammad Bin Husain explores transformations in food and culinary preferences among Gen Zers. Published 16 Aug, 2023 02:57pm

The ABC of Marketing Food to Gen Z

Shoaib Qureshy on what food brands and the hospitality sector need to do to make an impression on the pickiest and most difficult-to-please generation. Updated 18 Aug, 2023 05:32pm

How To Build Generation-Proof Brands

Muhammad Ali Khan discusses how brands can consistently ensure long-term success by staying relevant across generations. Published 19 May, 2023 03:57pm

Understanding Pakistan’s New Consumers

As Gen Z increasingly defines what the market will be in Pakistan, brands must understand these important new consumers. Published 16 Jan, 2023 11:05am

Knorr Sets Out to Attract New Audiences

Zeenat Chaudhary on why Knorr Noodles are targeting Millennials and Gen Zers Published 06 Jan, 2023 10:49am