In Pursuit of Wellness
In the game of talents, wellness practices have become the primary driver of organisational growth, writes Dr Sheeza Mohsin.
Generation Z
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.
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.
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.
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.
From PR to Strategic Communications
An evolution of the PR industry is in the offing, one that demands a multifaceted approach to communication that is in sync with a new generation.
Sustainability and Reputation
To be healthy, dynamic and successful, building in sustainability as a core brand
value is the only way forward.
What Does Gen Z Really Want?
To find out, Muneeb Akram speaks to three Gen Z creatives.
The Top 5 lifestyle trends of 2018
From Aurora's 'Top 5ives – 10 Pros in Top 5 Mode' Series.