Aurora Magazine

Promoting excellence in advertising

Khaadi

Redefining Consumer Connections

Redefining Consumer Connections

The evolution of brands into lifestyle experiences is not just a trend; it is a strategic move aimed at reshaping the consumer landscape, writes Asrar Alam. Updated 25 Sep, 2024 11:41am
Why ‘A Woman Will Always Be Lyla’

Why ‘A Woman Will Always Be Lyla’

Despite the success of some fashion brands on social media, the lack of any attempt to differentiate may pose a longer-term problem, comments Zohra Yusuf. Updated 01 Oct, 2024 12:51pm
One Size Does Not Fit All

One Size Does Not Fit All

Fiza Kazmi on why plus sizes are still hard to find on Pakistan’s fashion radar. Published 08 Jul, 2023 11:42am
A Pop Culture Without Brands

A Pop Culture Without Brands

Our brand communication is failing to make it into the annals of Pakistani pop culture. Published 14 Jan, 2023 11:13am
The Reinvention of Khaadi

The Reinvention of Khaadi

Khaadi, perhaps Pakistan’s most iconic fashion brand, recently embarked on a deep-rooted reinvention. Published 18 Jan, 2022 12:47pm
The drums of success

The drums of success

Zehra Zaidi, ECD (Coca - Cola), Ogilvy Pakistan, in profile Updated 23 Aug, 2019 04:23pm
Then or now?

Then or now?

Was advertising ever effective? Updated 20 Feb, 2018 04:04pm
Aakhir dil hai Pakistani

Aakhir dil hai Pakistani

As the demand for sustainably-sourced products surges gobally, Pakistani products have a huge potential to cash in big. Updated 19 Jan, 2018 09:25am
Campaign Watch

Campaign Watch

A review of the latest campaigns that centred around celebrating the love for Pakistan. Updated 01 Jan, 2018 09:31am
Finding Pakistaniat

Finding Pakistaniat

Tyrone Tellis on giving Pakistani advertising a distinct identity. Updated 26 Dec, 2017 04:21pm
Khaadi's multinational ambitions

Khaadi's multinational ambitions

Shamoon Sultan, CEO, Khaadi, on his vision for the brand and the future of prêt wear in Pakistan. Updated 18 Dec, 2017 02:36pm