On Their Terms Only
Alyan Khan-Yusufzai comments on how Gen Z is rewriting the rules of working in Pakistan’s ad industry.
Gen Z
Flaunt or Resist?
Are Pakistan’s Gen Zers rejecting conspicuous consumption?
Maha Shahid poses the question.
The Magic of an Age-Diverse Workplace Moment
Never before have three such distinct generations shared their workplace. The result is a unique choreography that strengthens brand building, writes Selina Rashid.
Data Suspicion and Brand Loyalty
Privacy has gone from being a purely tech issue to a complex marketing one, writes Zeeshan Wasim.
Just Saying: Hitting the Road (please wait)
Aurora's editorial from the May-August 2025 issue.
Pakistan’s Quiet Financial Revolution
As Gen Z change the banking and finance game, Umair Mohsin
reflects on how best banks can update their own digital game.
The Good, the Bad. The Agency.
Taimur Tajik on why a pressure cooker culture is driving creatives away from ad agencies.
Wellness and the Ad Agency
Built on the ideals of innovation, Pakistan’s ad agencies are struggling to adapt to the needs of its newest workforce, writes Seema Jaffer.
Just Saying: Is Wellness Overrated?
Aurora's editorial from the March-April 2025 issue.
From Employees to Influencers
Employee-generated content is proving to be a far more effective tool for brands than traditional marketing strategies, argues Eman Ali.
A Quest for Virtual Authenticity
Faizan Syed discusses the rise of virtual influencers and their impact on marketing.
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.