A Quest for Virtual Authenticity
Faizan Syed discusses the rise of virtual influencers and their impact on marketing.
Gen Z
Raving It Up at the Warehouse
Zahra Salah Uddin looks at how Gen Z is empowering musicians to revive concert culture.
Cracking the Gen Z Code
As they weave across the digital ecosystems, brands will have to adjust their advertising playbook for Gen Z, writes Faiza Musawer.
Bridging the Fulfilment Gap
A generation that asks for nothing more than fulfilment is a good thing, argues Tyrone Tellis.
Uncool, But Oh So Valuable
Urooj Hussain on the dangers of ignoring Gen X and Millennials in the media mix.
“We are committed to giving back to Pakistan through concrete, climate-friendly actions”
Zohaib Hassan, Head of Marketing, Cheezious Pakistan, speaks to Uzma Khateeb Nawaz about Cheezious’ journey since its inception.
Digitally Pakistani
Digitally engaged perhaps, but Gen Z’s core values are deeply embedded in what it means to be Pakistani, writes Kashif Hafeez Siddiqui.
The Unbearable Pressures of the Peer Perfect Life
Yawar Iqbal examines the anxieties that lurk behind the social media screen.
Do You Speak Internet?
Internet speak may be here to stay, but is it making what we want to say rather dull and monochromatic? Riffat Rashid poses the question.
Mobile First and Last
Mehwish Aslam discusses how Gen Z’s lifestyle culture is shaping media choices and brand strategies.
Latte in a Cosy Café
Gen Z has forever redefined the workplace, writes Noor-ul-ain Ali.
A Digital-First World
As media consumption patterns transition to short-form, on-demand content,
Yasser Akhtar discusses the implications of these changes on brands.
Blame the Content Not the Attention Span
Gen Z does not have short attention spans, just an aversion to bad content, argues Sameer Ali.
Just Saying: Screens and The Bahu
Aurora's editorial from the January-February 2025 issue.
Time to Get Bored
To up their creative results, ad agencies and clients need to
foster a culture of boredom, argues Umair Saeed.
“Once our video infrastructure is on-chain, creators and audiences will have ownership of content, making it impossible for any single entity to remove or control that content”
Alifya Sohail speaks to Umair Masoom, Founder and MD, Myco, about the benefits Myco’s Web3 streaming platform will bring to audiences.
Meet the Listening Generation
Brands are misreading Gen Z, writes Nadeem F. Paracha.
AdEx Trends in FY 2023-24 and Future Prospects
Abid Hussain comments on a surprisingly good year despite multiple challenges.
Why Is Pakistan’s News Media Ignoring Gen Z?
Gen Z is interested in the news. They are just not interested in the way it is presented to them by the country’s news media organisations, argues Zahra Salah Uddin.
A Bump Up For Friendship
Sadia Kamran covers Candi's latest campaign.
Mapping for Social Good: Pakistan’s First Nationwide Mapathon
Code for Pakistan harnesses the power of people to inspire collaboration for civic impact.
The Ethics of Language Appropriation
Language appropriation is no simple matter, comments Tyrone Tellis.
Pure and Proudly Pakistani
Sadia Kamran covers the launch of Conatural's skincare line for men.
Disrupt and Innovate
Despite the many issues that still surround them, NFTs present
a mountain of untapped potential for brands, writes Fauzia Kerai Khan.
Why the Reports of TV’s Death Have Been Greatly Exaggerated
Marketers should not make the mistake of assuming that TV is dying. The facts speak otherwise, comments Urooj Hussain.
Gen Z Ka Falooda
In their pursuit of Gen Z, brands often find themselves navigating a minefield of clichés and questionable content, writes Ad Mad Dude.
“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.
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.
From Influencers to AI
Zohare Ali Shariff examines the changes that have affected PR in the last 25 years.
A Socratic Dialogue for the Next 25 Years
Umair Kazi decodes the Gen Z philosophy.