We were both excited when Ranganathan Somanathan contacted me about entering for Campaign Asia-Pacific’s 50 Over 50.

Then came the hesitation.

“Do I still count?”
“Is this just a vanity list?”
“Does my story even matter now?”

As his friend, personal branding coach, and former colleague, I knew exactly what to say.

I told him he did not just belong on that list. He represented everything it should stand for. While the industry rightly celebrates Gen Z creators and startup founders, we often forget who built the foundations they now stand on.

People like Ranga. People who have led at the highest levels, without chasing the spotlight.

For over two decades, Ranga held CEO roles at both Omnicom Media Group and Publicis Media across Singapore and Malaysia, where he guided some of the region’s most influential teams and clients through rapid shifts in the media and marketing landscape.

He is now Billups' Chief Global Growth Officer, the world’s leading independent out-of-home (OOH) agency. In this role, he collaborates across strategy, product, and client development to scale Billups’ global presence, bringing innovation, measurement accountability, and deep strategic thinking to the evolving OOH space.

He’s also co-founder of RSquared Global Ventures, where he mentors early-stage martech companies in media, data, content, and commerce. He helps tomorrow’s leaders accelerate growth with clarity and purpose.

But when we sat down to work on his 50 Over 50 entry, none was front and centre.

What was? Self-doubt. Modesty.
And the quiet question that haunts even the most accomplished among us:

Is it too late for me to show up again?

We started on the entry three days before the deadline. We submitted it on the final day.

And just last week, Ranga was named one of Campaign’s official 50 Over 50 honourees. Not for nostalgia. Not for tenure. But for continued relevance.

Because here is the truth. He is not done. He is still building, still growing, and still lifting others.

That is the real story. And if you take away one thing from this spotlight, let it be this: If you do not claim your story, someone else will.

As a personal branding coach and ghostwriter, I work with senior leaders who have done the work but never told the story.

They have led billion-dollar portfolios, built winning teams, and mentored hundreds, but hesitate to write about themselves on LinkedIn. They worry if they missed their moment… when they are just starting.

Personal branding is not about self-promotion. It is about self-definition. It is about making your legacy visible, with language that feels true to who you are.

Ranga, thank you for trusting me. You earned every word of that entry and what is coming next.

If you are a founder, executive, or builder over 50, would you like to know if your story still matters?

It does. And it is only just beginning.

Ready to elevate your brand and communication?

I can help you sharpen your narrative, amplify your leadership voice, and build a powerful personal or organisational brand whenever you're ready. When you book any of the following services, you will receive a free copy of The Ultimate Storytelling Playbook, my signature ebook packed with frameworks, prompts, and templates.

1. Storytelling and communication strategy

A 90-minute deep dive into your brand and communication goals. You will get a storytelling audit, a custom narrative blueprint, and a follow-up action plan with milestones and KPIs. Ideal for brands, startups, executives, and marketing teams looking to refine their message and drive meaningful engagement.

2. Leadership communication coaching

Monthly one-on-one coaching designed to help you lead with clarity and confidence. Includes public speaking prep, media interview training, script and speech reviews, and on-call support for key communication moments. Perfect for founders, leaders, and executives preparing for high-visibility platforms.

3. LinkedIn personal branding strategy

Build a credible, consistent presence on LinkedIn with a personal branding audit, monthly strategy sessions, profile optimisation, and a structured content framework. Designed for entrepreneurs, thought leaders, and executives ready to establish their voice and grow their influence.

4. Brand narrative workshops

Align your entire team around a unified brand story. This full-day workshop (virtual or in-person) includes team exercises, custom storytelling templates, and a post-workshop communication plan. Ideal for leadership teams, agencies, and marketing departments looking to strengthen internal and external messaging.

If you have been sitting on your story, waiting for the right time to come out clearly, this is your invitation.

Book a discovery call with me today.

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Just as shopping events like Black Friday in the U.S. and Singles’ Day in China drive massive consumer spending, Diwali (the festival of lights) holds a unique place in India, combining spiritual significance with economic impact.

Rooted in centuries of tradition, Diwali is a cultural and religious festival celebrated by Hindus, Sikhs, Jains, and some Buddhists, and falls on Oct. 31 this year. Families invest in everything from festive goods — such as clothing, decorations and sweets — to big-ticket items like electronics, gold and even cars, each purchase symbolizing good fortune for the year ahead.

This year, increasing consumer confidence could help drive significant new business for advertisers, while changing media habits can offer new avenues to reach India’s growing consumer market.

Consumer spending during this year’s Diwali is projected to hit $22 billion. While these figures are a far cry from both Black Friday’s projected $75 billion in retail sales and last Singles’ Day’s $156 billion in gross merchandise sold across major e-commerce platforms, this year’s Diwali could see more consumer spending than usual.

A recent YouGov survey found the highest spending propensity among urban Indians since the pandemic. Recent research from Amazon Ads corroborated the trend, showing that 62% of consumers surveyed plan to spend more this Diwali compared to last year.

Meanwhile, the rise in popularity of open internet channels like streaming and podcasts, combined with new e-commerce models, means that brands will be able to count on new and more precise ways to reach India’s shoppers.

Nisha Eapen, client relationship head of digital marketing at demand-side platform Preciso, advises media buyers planning Diwali campaigns across channels like connected TV (CTV) and podcasts to consider rising CPMs, privacy regulations, and how to scale their efforts effectively. 

“Using programmatic platforms for audience targeting can help media buyers mitigate higher CPMs by focusing on relevant, high-intent consumers,” says Eapen.

“Dynamic creative optimization also ensures that messaging is tailored to different segments, improving performance without unnecessarily driving up CPMs. Buyers should use a mix of broader TV and digital channels to scale campaigns while leveraging CTV and podcasts for more-segmented, higher-engagement audiences.”

What media buyers should know

With Diwali shopping sprees kicking off weeks before the main event, brands focusing on this festive audience early on can capture a significant share of consumer attention.

“Gifting during Diwali is enormous. Unlike Black Friday or Singles’ Day, Diwali promotions often start weeks in advance. Media buyers should plan for an extended campaign duration to tap in to the festive season,” explains Sona Mazumdar, general manager at gaming and entertainment marketing agency Ampverse DMI Pulse, adding that employers often offer bonuses to employees to spend on family gifts.

Beyond India, Diwali offers a rich opportunity for brands to connect with the global Indian diaspora, particularly in North America, the U.K. and Southeast Asia, by crafting culturally relevant campaigns that resonate with this crucial demographic.

Media consumption during this period is typically focused on content that resonates with family values, celebrations, and entertainment, such as festive movies, TV shows, and advertising campaigns that tap in to the emotional essence of the festival. 

Podcasts also offer an ideal medium for brands. With dedicated and engaged listeners, podcast advertising can allow brands to craft nuanced narratives and reach audiences more personally than mass media, making them valuable for brands targeting a culturally attuned Diwali audience.

Strategically balancing local and national media becomes essential to reach audiences effectively during this period. National campaigns allow brands to create broad awareness, while localized efforts can engage communities more personally, particularly for brands looking to connect emotionally with Diwali shoppers.

Cadbury-owned Mondelēz’s award-winning campaigns have set the standard for Diwali, using emotional storytelling to help boost chocolate sales. Jan Harling, founder of Virtus Asia Consulting, a media buying consultancy, notes that by focusing on community values and emotional connections, Cadbury’s 2022 Diwali campaign featuring Bollywood actor Shah Rukh Khan encouraged local shopping and elevated its brand perception to one that genuinely engages its audience.

“Cadbury’s Diwali ad moves beyond virtual greetings by emphasizing real-world connections in 2024. It encourages people to visit their loved ones in person, reminding us that the genuine sweetness of the festival lies in togetherness — something that technology has increasingly diminished,” says Harling.

How will Diwali be different in 2024?

Ampverse’s Mazumdar predicts that usage of hyperlocal e-commerce this year might see a big jump from last-minute gifting, home decor and festive needs in metro cities. 

Flipkart, one of India's most prominent e-commerce players, recently launched Minutes, which delivers goods to shoppers in 10 minutes. The company predicts consumers will buy impulsively, so retailers and advertisers can tap in to Flipkart Commerce Cloud, which offers retail media solutions.

Flipkart’s rival Amazon launched the Great Indian Festival in 2023, offering discounted deals on branded appliances. This event attracted over 4 million new customers. The platform has brought the event back again this year.

“Traditionally, oversize Diwali ticket items are planned and purchased in advance or in store, so unless there is a significant cost difference, we will need to see if that behavior moves to hyperlocal. But we expect dry fruits, festive groceries, gifting, decor and more to move to hyperlocal,” says Mazumdar.

Preciso’s Eapen adds that with the growth of data analytics, brands can deliver highly personalized ad experiences based on consumer behavior, preferences and purchase history. Hyper-targeted ads can help ensure that the right message reaches the right audience at the right time.

“Brands that embrace personalized, emotional storytelling while adapting to new digital trends and sustainability demands can create powerful connections with consumers during this festive period,” she says.

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Valentine’s Day represents a significant revenue opportunity for ecommerce businesses, particularly Shopify merchants. With competition at its peak, success requires more than generic promotions. Brands must leverage data-driven strategies to engage the right audience, optimise their marketing spend, and enhance the customer experience.

At Preciso, we empower advertisers through AI-driven programmatic advertising. We ensure that every campaign maximises return on ad spend (ROAS) while minimising budget waste. By integrating advanced bidding technology with consumer journey insights, Shopify merchants can increase visibility and conversions.

Here are six strategic approaches to boost sales this Valentine’s Day.

1. Create high-intent Valentine's-themed collections and bundles

Consumers seek convenience when purchasing gifts. Creating pre-curated collections and gift bundles helps simplify decision-making while increasing the average order value (AOV).
To maximise impact, bundling complementary products is a way to enhance the shopping experience and increase order value. Consumers often look for well-paired gift options that feel thoughtful and complete. For example, pairing jewellery with fragrances creates a luxurious gifting experience, while combining bath essentials with candles offers a relaxing self-care package. These curated bundles simplify decision-making for shoppers while increasing overall basket size.

Introducing limited-edition gift sets with Valentine’s Day packaging adds an element of exclusivity and urgency. Seasonal packaging and specially curated bundles make gifts feel more unique and appealing. Limited-time availability also creates a sense of scarcity, encouraging customers to purchase before the items sell out.

Creating segmented collections further enhances the shopping experience by guiding customers toward the most relevant products. Collections like "Gifts for Her," "Gifts for Him," and "Self-Love Gifts" help streamline the decision-making process, ensuring shoppers can quickly find the perfect present. Organising products by recipient or theme also makes marketing efforts more effective, allowing brands to tailor messaging to different audience segments.

2. Optimise store design for seamless user experience

A well-structured and visually engaging online store is critical to conversion rates. Valentine’s Day promotions should be easily accessible, with clear navigation guiding users toward relevant products.

One of the most effective ways to capture the Valentine’s Day shopping audience is by creating a dedicated landing page highlighting special offers, exclusive bundles, and time-sensitive deals. A well-designed landing page helps focus customer attention on key promotions, making it easier for them to browse curated collections and make purchasing decisions. Featuring bestsellers, limited-edition products, and recommended gifts can further enhance engagement and drive conversions.

Beyond a dedicated landing page, implementing themed banners and promotional callouts across the homepage can create a more immersive shopping experience. Eye-catching visuals, festive colours, and clear messaging reinforce the seasonal appeal and encourage shoppers to explore Valentine’s Day deals. Strategically placed callouts directing visitors to gift guides, discounts, or exclusive collections help maintain engagement and guide users toward purchasing.

Optimising the checkout process is essential to reducing cart abandonment and maximising sales. A simplified checkout with fewer steps, guest checkout options, and multiple payment methods ensures a seamless experience. By removing unnecessary friction points, brands can increase the likelihood that shoppers complete their purchases, leading to higher conversion rates and a more successful Valentine’s Day sales campaign.

3. Implement strategic discounts and limited-time promotions

Discounts drive urgency, but a well-planned promotional strategy ensures profitability while maximising conversions. While customers are drawn to savings, businesses must implement promotions strategically to maintain margins and encourage repeat purchases. Thoughtful discounting can create a sense of exclusivity, reward loyal customers, and increase order values.

Flash sales with countdown timers are powerful tools for creating urgency. By setting a precise expiration time, brands can encourage hesitant shoppers to take immediate action. Limited-time discounts work exceptionally well during Valentine’s Day when last-minute shoppers look for quick and easy gift solutions.

Exclusive VIP discounts can reward returning customers and increase brand loyalty. Offering special discounts or early access to promotions for high-value customers strengthens relationships and encourages repeat business. Personalised email campaigns or app notifications can highlight these exclusive offers.

Buy-one-get-one-free (BOGOF) promotions encourage multiple purchases, making them particularly effective for couples-focused gifting. Brands can offer "His and Hers" bundles or complementary product pairings that provide added value to the customer while increasing the average order value.

Beyond basic discounting, strategic promotions and AI-driven audience targeting ensure that high-intent shoppers receive the most relevant offers. Using data analytics, brands can identify customer segments most likely to convert and tailor promotions accordingly. By optimising discounts for different audience groups, businesses can drive higher engagement and revenue while maintaining profitability.

4. Personalise email marketing for targeted engagement

Email marketing remains one of the most effective channels for driving sales. However, generic messaging often fails to capture attention. Customers expect brands to understand their preferences, making personalised, segmented email campaigns essential for boosting engagement and conversion rates. A well-executed email strategy drives immediate purchases and strengthens long-term customer relationships.

Curated gift guides with personalised recommendations provide value by simplifying the shopping process for customers. Rather than overwhelming shoppers with a broad selection of products, targeted email campaigns can suggest relevant items based on previous purchases, browsing history, or demographic data. This approach increases the likelihood of conversion by making buying more straightforward and tailored.

A structured email sequence leading up to Valentine’s Day helps build anticipation and keeps the brand top-of-mind. Brands can create a sense of urgency, starting with early gift inspiration emails and reminders of limited-edition collections or exclusive offers. As the holiday approaches, last-minute shoppers can be targeted with messaging focused on express shipping or digital gift cards.

To maximise effectiveness, brands should refine their email targeting using AI-driven consumer insights. AI-powered tools can analyse customer behaviour and engagement patterns to determine each segment's best timing, content, and product recommendations. Brands can significantly increase open rates, click-through rates, and sales by ensuring that emails are timely, relevant, and personalised.

5. Utilise AI-powered upselling and cross-selling

Maximising order value is essential for profitability. While attracting new customers is important, increasing the average transaction size can have a more immediate impact on revenue. AI-driven upselling and cross-selling strategies help brands present relevant product recommendations at key decision points, enhancing the shopping experience while boosting sales.

One practical approach is recommending matching accessories or complementary products during checkout. For instance, a customer purchasing a necklace might be shown a matching bracelet, or someone buying a skincare set could receive a suggestion for a premium moisturiser. These recommendations feel natural and add value to the customer’s purchase.

In summary

By leveraging consumer behaviour insights, brands can seamlessly and value-driven position upselling and cross-selling opportunities. When done effectively, these techniques drive revenue and enhance the customer experience, making each purchase feel thoughtfully curated and relevant. So however you interact with your customers this Valentine’s Day, make sure they know they’re at the heart of your marketing strategy.

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In a world oversaturated with content, attention is not just a metric; it’s currency. Human Algorithm Studio is built to help brands, leaders, and creators earn attention and keep it.

Founded by Shawn Lim, a seasoned media and editorial consultant with over a decade of experience across leading publications like Campaign Asia and The Drum, Human Algorithm Studio blends sharp industry insights with human-centred storytelling to help businesses thrive in the attention economy.

Read to the end for a special launch promo for Human Algorithm Studio.

Our mission

Empower brands, executives, and thought leaders to tell stories that connect, resonate, and convert.

We believe:

• Every brand has a story worth telling.

• Attention without intention is just noise.

• Connection is the secret sauce behind every impactful message.

What we do

Content strategy and creation

We create impactful narratives, from thought leadership articles to podcast scripts, whitepapers, and reports.

Leadership communication and executive coaching

Equipping leaders with storytelling skills to inspire teams, influence audiences, and drive results.

Strategic consulting

We don’t just deliver insights; we build frameworks for measurable success in marketing, branding, and communications.

Workshops and training

Immersive storytelling workshops are designed to align teams, spark creativity, and implement actionable strategies.

Why Human Algorithm Studio?

• We don’t chase trends; we decode them.

• Data informs us, but humans drive our stories.

• We have decades of experience in journalism, media, and leadership consulting.

• Diversity, equity, and inclusion aren’t buzzwords; they are embedded in our DNA.

At Human Algorithm Studio, we believe the best stories are not the loudest. They are the clearest.

Who do we work with

• Tech and media experts navigating the evolving digital economy.

• Business leaders and founders seeking purpose-driven communication strategies.

• Marketing and advertising teams looking to align storytelling with business goals.

• Entrepreneurs and startups pushing boundaries with bold, innovative messaging.

• Advocates in DEI and social impact, amplifying voices that deserve to be heard.

The Human Algorithm advantage:

• Strategy meets story: Every piece of content serves a purpose.

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• Scalable solutions: Our strategies grow with you whether you’re a startup or a global brand.

Ready to tell your story?

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Let’s start the conversation.

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