Happy Valentine’s Day! The 14th of February is a day dedicated to expressing love and affection towards partners, family members, and friends. Originating from ancient Roman traditions, Valentine’s Day has evolved into a global celebration of love, characterised by the exchange of gifts such as flowers, chocolates, and greeting cards.

In today’s contemporary society, Valentine's Day serves not only as an opportunity for individuals to showcase their love and appreciation for one another but also as a significant event for businesses and marketers, who capitalise on this day through tailored marketing campaigns, special offers, and themed products.

The same can be observed for other special days, such as Mother’s Day and Father’s Day, although maybe not on the same magnitude.

Today, we speak with Ranganathan Somanathan, Co-Founder & Curator, RSquared Global Ventures; Kuah Jenhan, Creative Director, and Christyna Fong, Creative Director, both from The Chariot Agency, how they understand the consumers’ psyche and craft the right marketing and ads campaigns that resonate so well with the audience.