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Aurora

Founded in 1998, Aurora is Pakistan's leading advertising, marketing and media magazine. Published by

Editorial
+92 (21) 3561-3324 and 3561-3110
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Marketing
+92 (21) 3561-3176
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Circulation
+92 (21) 3561-3066 and 3561-3067 (domestic and foreign subscriptions)
[email protected]

11/01/2024

Find out all about the woman behind Baby Baji https://rb.gy/eucm66

10/01/2024

Our new special annual issue is now available on newsstands. Grab your copy now!

10/01/2024

AI is set to impact our world in a far more profound way than the internet ever could, and the ad agencies will be no exception, writes Amin Rammal.

Read the full piece here: https://aurora.dawn.com/news/1144990/

09/01/2024

Hadiyah Zafar, Creative Manager, Red Publicis, picks her favourite and not-so-favourite recent ad campaigns.

Read the full piece here: https://aurora.dawn.com/news/1144977/

08/01/2024

Why supporting Palestine through a blanket boycott of all foreign brands won't work in a country like Pakistan, explains S. Hyder.

Read the full piece here: https://aurora.dawn.com/news/1144989/

07/01/2024

Muhammad Ali Khan picks his Top 5 campaigns of 2023.

Read the full piece here: https://aurora.dawn.com/news/1144987/

06/01/2024

The war in Gaza has once again put the spotlight on how brands react to world-shaping crises, and they are not always consistent, comments Shahzeb Hasan.

Read the full piece here: https://aurora.dawn.com/news/1144959/hypocrisy-or-authenticity

05/01/2024

Cadbury Dairy Milk collaborates with the Pakistan Cricket Board to empower female cricketers.

Read the full piece here: http://tinyurl.com/57bradvv

05/01/2024

Patrick Collister picks his Top 5 big ideas of 2023.

Read the full piece here: http://tinyurl.com/4m9yen59

04/01/2024

Nescafé rolls out Pakistan's first AI-generated campaign to promote its chilled coffee range.

Read the full piece here: http://tinyurl.com/y23d3fbu

04/01/2024

Syed Amir Haleem picks his Top 5 AI tools that changed marketing in 2023.

Read the full piece here: http://tinyurl.com/bdeaexk8

03/01/2024

Lifebuoy Shampoo launches their new variant, Naturally Strong, with onions as its core ingredient.

Read the full piece here: http://tinyurl.com/4ec4fjd2

02/01/2024

Our brand communication is failing to make it into the annals of Pakistani pop culture, writes Fatima Nasir.

Read the full piece here: https://aurora.dawn.com/news/1144668

01/01/2024

In 2024, Pakistani brands still need to work harder and smarter if they are to achieve real icon stature.

Pakistani brands need to work harder and smarter if they are to achieve real icon stature.

29/12/2023

The full impact of generative AI on advertising and brand communications is still too early to gauge, writes Khurram Mahboob.

Read more here: http://tinyurl.com/yx9tm3te

28/12/2023

In the late eighties, Morven Gold’s ‘Rhythm of Unity’ was generally acclaimed to be one of Pakistan’s most iconic music and dance routine ads. Forty years on, Yawar Iqbal wonders why this genre of advertising now elicits such negative reactions.

27/12/2023

Zohra Yusuf reviews But, Prime Minister… by Javed Jabbar.

26/12/2023

Zuneeta Rawat, head of the marketing and creative department, Image, lists her favourite and not-so-favourite recent ad campaigns.

Read the full piece here: https://aurora.dawn.com/news/1144905

25/12/2023

Murtaza Solangi, former DG, Radio Pakistan, speaks about Mr Jinnah’s tapes and his vision for Pakistan.

Read the full article here: http://tinyurl.com/yvyrdxr4

22/12/2023

Batool Habib Curmally, Head of English Copy and Associate Creative Director, Spectrum VMLY&R, picks her favourite ads.

Read the full piece here: http://tinyurl.com/5rm9sxjy

21/12/2023

Faizan S. Syed, Founder and CEO, East River, speaks about what makes his agency different and where he wants to take it.

Read the full interview here: https://aurora.dawn.com/news/1144763

20/12/2023

Syed Amir Haleem on how to use AI to generate leads.

Read the full article here: https://aurora.dawn.com/news/1144707

19/12/2023

Leon Menezes reviews 𝘈 𝘉𝘢𝘯𝘬 𝘪𝘴 𝘉𝘰𝘳𝘯 by Nadeem Hussain.

Read the full review here: https://aurora.dawn.com/news/1144826

18/12/2023

How did PTCL acquire Telenor?

Read more here: https://aurora.dawn.com/news/1144902

15/12/2023

Muhammad Ammar Hassan, Chief Marketing Officer, Daraz Pakistan, talks about Daraz’s progress and the future of e-commerce in Pakistan.

Daraz Online Shopping

Read the full article here: https://aurora.dawn.com/news/1144734

14/12/2023

Shoaib Qureshy on what food brands and the hospitality sector need to do to make an impression on the pickiest and most difficult-to-please generation - Gen Z.

Read the full article here: https://aurora.dawn.com/news/1144854

13/12/2023

Is WhatsApp becoming a workplace dystopian tool? Umair Kazi poses the question.

Read the full article here: https://aurora.dawn.com/news/1144706

12/12/2023

Batool Habib Curmally, Head of English Copy and Associate Creative Director, Spectrum VMLY&R, picks her favourite ads.

Read more here: http://tinyurl.com/5rm9sxjy

08/12/2023

What are the challenges for branded eggs in Pakistan? Read more: https://rb.gy/bmz3io

Address

2nd Floor, Haroon House, Drive Ziauddin Ahmed Road
Karachi

Opening Hours

Monday	09:30 - 17:30
Tuesday	09:00 - 17:30
Wednesday	09:00 - 17:30
Thursday	09:00 - 17:30
Friday	09:00 - 17:30
Saturday	09:00 - 17:30

Telephone

+922135613316

Website

http://aurora.dawn.com/

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Videos

“If you are someone who has to go out smack in the middle of the day in the scorching heat and if anyone so much as accidentally touches you or talks to you, it is cause enough to aggravate the situation into a fistfight… this ad gets you.” View the full list of season’s good and not-so-good ad campaigns: https://bit.ly/3uaMRsn

“It’s a good execution, sure. The care and effort that went into making this anthem are clear in every frame. But you might change the channel mid-way, and you won’t be humming the tune anytime soon.” Fatima Nasir reviews recent ad campaigns: https://bit.ly/3XrOKOR

“This TVC did several things very well. First, it managed to carry forward the nostalgia of the original ad in a meaningful way while also building upon it. The lyrics and vocals are on point. Also, I have never seen before a Baloch man featured as the core of a group showing the diverse cultures of Pakistan.” Fatima Nasir lists her favourite and not-so-favourite recent ad campaigns: https://bit.ly/3GF0kA8

“JSW Paints took the idea of thinking beautiful out of the four walls of the home and into the neighbourhood. They smartly played on the undesirable habit of spitting in public places, especially paan.” Read the full list of favourites here: https://bit.ly/3griVoJ

“Kanye West’s Yeezy brand had collaborated with Gap to create a new jacket. To promote this initiative, the campaign consisted of minimalistic and interactive OOH ads spread all over NYC (a picture of the jacket next to a QR code, zero text used). Once users scanned the QR code, they landed on an online site where they could buy the product. The jacket sold out within hours.” View the full list of favourites here: https://bit.ly/3Asvy9M

“The ad urges young people and their parents to acknowledge that they are Pakistan’s intellectual capital, especially during times when the country needs them the most, reinforcing the idea that proactively doing good for our homeland takes precedence over escaping abroad.” Read the full list of favourites here: https://bit.ly/3ArfqFr

“Some food brands focus on the emotional angle of feeding a family, but this ad is a reminder of how to take the magic of your recipes and kindness outside the home too.” See Arooj Anwar's full list of favourites here: https://bit.ly/3EaXjEO

“The visual shows young girls engaged in different activities using their imagination and skills (make-believe play as an astronaut, taking care of a pet etc.). Poems like these, especially if used in school curriculums, can seed self-belief in girls to encourage them to achieve big dreams.” Read the full list of favourite picks here: https://bit.ly/3GeUvta

“After #OathforHer, Shan’s #HamSabNeBanaya ad looks at what a healthy mindset looks like when it comes to families supporting working women.” Arooj Anwar picks her favourite recent ad campaigns: https://bit.ly/3UQC9m3

Aurora asked its readers and contributors to send a letter to a brand of their choice. Here, Muhammad Ali, Associate Director Strategy & Creative at Synergy Dentsu, remembers his favourite biscuit, 50-50 by Continental Biscuits Limited. #continentalbiscuits #lu #5050biscuits #letterstobrands #auroraletters #pakistanibrands

(First published in May, 2018) Dalda’s mamta hasn’t changed over the years. Read more on how it started: https://bit.ly/2U5SyHW

In May, Apple announced they were discontinuing the #iPod touch. Here, Zahra Salah Uddin, a freelance writer based in Berlin and originally from Pakistan, remembers her first, shiny blue iPod. #rememberingipod #aurorareels #applemusic #ipod #apple #itunes Music: Walk Around by Roa

Independence Day

Happy Independence day to all Pakistanis from Aurora.

Write or record a love letter for your favourite Pakistani brand and send it to 𝐚𝐮𝐫𝐨𝐫𝐚.𝐝𝐚𝐰𝐧𝐦𝐞𝐝𝐢𝐚@𝐠𝐦𝐚𝐢𝐥.𝐜𝐨𝐦 and we'll showcase the best ones. Submission deadline: 𝐀𝐮𝐠𝐮𝐬𝐭 𝟏𝟏 Word count for written text: 𝟓𝟎-𝟔𝟎 𝐰𝐨𝐫𝐝𝐬 Duration of Audio: 𝟑𝟎 𝐬𝐞𝐜𝐨𝐧𝐝𝐬 Duration of Video: 𝟑𝟎 𝐬𝐞𝐜𝐨𝐧𝐝𝐬 #LoveLettersToBrands

From: 'A Few of our Favourites' section

Ufone – Super Minutes "After a long and successful stint with humour, this was a good flavour for the brand to add to its personality. The insight they picked is widely relatable and well-realised in the execution. This is a great example of how brands should talk to their consumers – real messages for real people." Read more reviews here: http://aurora.dawn.com/news/1142382/eight-must-watch-timeless-ads

#MasarratMisbah, beautician, entrepreneur and philanthropist, talks about her journey of establishing Depilex, The Smile Again Foundation, and how she hopes to provide a better life to acid-burn survivors: http://aurora.dawn.com/news/1142396/

Campaign: "HeforShe – If gender bias begins with us, it can end with us" Agency: JWT USA Client: UN Women

Aurora's top stories (and quiz) this month. Check out http://aurora.dawn.com/ for more stories!

From our 'A few of my favourites' section Campaign: Telenor – Rawaan "A friend of mine is a restless soul and he will not listen to any radio spot while we drive; he keeps jumping from one music track to another. Rawaan was probably the only ad he didn’t object to on the radio. Some brands are clever enough to create brand love by giving consumers what they love..." Read more reviews here: http://aurora.dawn.com/news/1142157/

From our 'A few of my Favourites' section. Kenwood – DC Inverter AC "Shorter duration communications are evolving from elaborate stories to moments, and this Kenwood series perfectly does that. Funny insights (leading to the product role) and excellent casting make these ads quite special." Read more reviews here: http://aurora.dawn.com/news/1142157/

From our 'A Few of My Favourite Things' "Durex has always been bold in their communication, even with their earlier TVC featuring Ranveer Singh. However, this particular one is truly epic. A grand production, with hilarious lyrics written by Ranveer himself, this campaign is aimed at encouraging young people to start an open dialogue." Read more reviews here: http://aurora.dawn.com/news/1142066/

From our 'A Few of My Favourite Things' section "Imagine a brand bold enough to add such a powerful and unexpected dimension to the word ‘mother’. Imagine a client bold and confident enough to wait until the last frame to introduce the product. Maybe it made you cry? Maybe it made you squirm in your seat? Either is just fine – because it moved you to feel something and think. Think about acceptance and inclusion." Read more reviews here: http://aurora.dawn.com/news/1142066/

Mother's Day Special – Super Moms of the Ad World

Being a working mom can be challenging but equally rewarding. Sara Koraishy of #JWTPakistan; Soniya Warraich of #SynergyDentsu; and Saher Shakil of #MullenLoweRauf on the satisfaction of being a working mom, dealing with 'mom guilt', and balancing the two roles.

Sabeen Mahmud [1974-2015]

Sabeen Mahmud, the reluctant non-conformist in profile: http://aurora.dawn.com/news/1141129/

From our 'Campaign Watch' section Brand: Telenor Campaign: Cricket TVC 2017– Passion of millions Message: Cricket is our way of life. Verdict: It’s like those Indian ads I have always liked. And I’m fine with that as long as it serves the purpose! Read more reviews here: http://aurora.dawn.com/news/1141956/

From our Campaign Watch section Brand: UC Browser "I won’t lie. I watched and rewatched this film because Mahwish Hayat looks badass and even I got irritated when the film wouldn’t buffer for the kids. Like, HURRY UP we need to know where the bomb is! But that aside, the concept is fun and straightforward, with my favourite part being that the superhero kicking butt is a woman. She is not a damsel in distress." Read more reviews here: http://aurora.dawn.com/news/1141956/

From: A few of my Favourite Things Campaign: Nike 'Unlimited You' "Nike, Nike, Nike. Everything about you is so right it makes me question my own abilities as a creative. No one can deny the iconic power of the brand, and just when you think there is no way they can outdo themselves, they prove you wrong. Every ad makes you feel so many emotions. I could list them all down, but this campaign encompasses the passion, the humour, the vigour that makes Nike stand out as a brand." Read more reviews here: http://aurora.dawn.com/news/1141975/

From 'A Few of My Favourite Things' Campaign: Tibet – Freshman "Keeping apart the beautiful shots, execution, music, subject matter, let me praise the agency for convincing Tibet. Bravo, this is a WIN in every way. The effectiveness of selling a Rs 20 soap (reminiscent of early Lifebuoy) as a high-charged, power-hungry brand – is a new proposition altogether for Tibet (remember the 'woh dekho' ad for its fruity soap?)" Read more reviews here: http://aurora.dawn.com/news/1141975/