MAM
Language can turn ideas into magic or dust: Tim Love
VARCA, GOA: In today‘s diverse world compressed by an overwhelming digital presence, language is the most powerful technology around.
“Language is a technology in itself,” Omnicom Group vice chairman and Omnicom Asia Pacific India Middle-East and Africa (APIMA) CEO Tim Love said, presenting a new facet to the debate of the relevance of technology in a post-digital World.
Quoting McLuhan, Love said that once you master technology, it becomes invisible. As human beings have more or less mastered their respective language – verbal and non verbal, it is becoming invisible. Every advertising professional needs to bear in mind that this technology is omnipresent and affects the reception of the message globally.
As a consequence, we have also started focusing on electronic technology and started undermining the potential of “human technology”. The potential of human insights and understanding still plays a major role in determining the effectiveness of an ad message.
Speaking at Goafest 2012, Love went on to give the example of an automobile brand Nova which was to be launched in the Latin American countries. While in some cultures and languages the word Nova refers to something new, in this particular country it had a negative connotation. The local agency professional pointed this out to the brand. It did not deter the brand from going ahead with the name, but it did make for a good study of the multicultural fabric we operate in and how marketers and ad professionals need to be sensitive to the language difference that exists in the world.
“The worst thing you can do is to presume we all think the same,” Love warned. “Respecting the difference in the languages and culture and moulding your communication accordingly makes for a better strategy. Even sign language is not universal.”
It is necessary to keep in mind the syntax of different languages as well. For example, Japanese use their verb at the very end. Also, the intonations in the language make it slowly spoken. Hence, while communicating to a Japanese audience, the message should keep these things in mind for the audience to better assimilate and comprehend the matter.
Cultural agility also needs to be maintained to gauge the preferences and choices of the audience in this case. While some factors like language, environment and symbols may be evident, there are many aspects like religion, history, superstitions, values and attitudes that are more covert.
“I would give three tips for maintaining cultural agility. First, treat language with more reverence. Second, when using an interpreter slow down and use crisp sound bytes and third, learn how to say hello, please and thank you in the language of your communication partner,” Love said.
An idea is not an idea till it drives innovation and explores new realms of understanding and conversation. In this context, Love concluded that an idea can be turned into magic or dust depending on the hand that rubs against it. Using the linguistic and cultural context while planning and executing a campaign can make that difference between dust and magic.
Brands
YFLO appoints Tania Nijhawan as president for 2026-27 term
Dentist-entrepreneur to lead women’s body amid rising focus on leadership
NEW DELHI: Young FICCI Ladies Organisation (YFLO), the women’s arm of FICCI, has appointed Tania Nijhawan as its president for the 2026-27 tenure, effective April 2026, at a time when conversations around women’s leadership in India are gaining fresh momentum.
A cosmetic and paediatric dentist with over 15 years of experience, Nijhawan is the founder of Udana Wellness, a multi-speciality clinic in Vasant Vihar known for its focus on advanced treatments and patient-centric care. She also serves as director at Nijhawan Group and is an active investor in start-ups across health, wellness and hospitality, including Nuts For Us.
Her academic credentials include advanced training from global institutions such as New York University, the University of Southern California and University College London, shaping her multidisciplinary approach across dentistry and wellness.
YFLO has long positioned itself as a platform for leadership, entrepreneurship and professional growth, bringing together women across industries to drive dialogue and collaboration. Under Nijhawan’s leadership, the organisation is expected to sharpen its focus on cross-sector engagement and meaningful, future-facing conversations.
Speaking on her appointment, Tania Nijhawan said, “YFLO has always stood for meaningful engagement and forward-thinking dialogue. I look forward to building a platform that not only encourages exchange of ideas but also actively supports emerging voices and creates opportunities for collaboration across sectors.”
She added, “The Women’s Reservation Bill, which seeks to reserve 33% of seats for women in the Lok Sabha and State Legislative Assemblies, is not just a policy shift, it is a generational opportunity. It acknowledges the urgent need for women to have a stronger voice in shaping the nation’s future. True progress lies not just in representation, but in enabling women to lead with agency, confidence and impact.”
As president, Nijhawan will focus on curated programming, high-impact industry conversations and initiatives that bring together women across disciplines. Her theme for the year, “Lead With Your Light,” signals a push towards purpose-led leadership and greater confidence among emerging voices.
Her appointment marks a new chapter for YFLO, one that aims to align leadership, enterprise and policy at a time when women’s voices are increasingly central to India’s growth story.
