Time to Get Bored
To up their creative results, ad agencies and clients need to
foster a culture of boredom, argues Umair Saeed.
Gen Z
“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.
Chilling With Nescafé
Nescafé rolls out Pakistan's first AI-generated campaign to promote its chilled coffee range.
A Few of my Favourite Things
Batool Habib Curmally, Head of English Copy and Associate Creative Director, Spectrum VMLY&R, picks her favourite ads.
Making the World More Beautiful
Sara Jamil reflects on the gifts that graphic design brings into our worlds.
Aspirations of Beauty
Fatima S. Attarwala explores how Pakistani women approach their beauty.
Just Saying
Aurora's editorial from the September-October 2023 issue.
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.
“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.
Just Saying
Aurora's editorial from the July-August 2023 issue.
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.
Burp
Faraz Maqsood Hamidi on how Gen Z are redefining traditional cuisines by infusing them with international influences.
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.
Food Fetishes and Social Media
Khalid Naseem on the impact of social media on the food choices of Gen Z and Millennials.
The New Agents of Change
Gen Z are redefining our lifestyles and the sooner brands understand them the better, argues Danial Pirani.
“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.