Today, the world is becoming older much faster than that we can keep pace with. Ideas and information are bolting in and out at much accelerated velocities, coordinates and capacity. No more the growth of information and ideas, in one’s cognition inside or in commonplace outside, is linear in function; it’s happening exponentially and explosively—to an extent that the individual, the individual we have been familiar with, both as ourselves and the ‘other’—the customer and the client both—stands not only bemused and bedazzled, but also bewitched.

Such is the power of words and the effects generated through their presentation, further bolstered multifold by the latest technological march past of tools like the Web and ensuing SMO,  SEO, Blogs, Pop ups, animation,  video, visual voiceover and of course-- the verily extant print and electronic media and their ramifications.

Till now, things have been professionally handled, sometimes excellently and sometimes maladroitly, by houses dedicated at packaging such services—like Ad and PR agencies and other outsourcing bodies. Language has had two professional ramifications—as in the mainstream market: Advertising and Public Relations domain, and Journalism; of course! apart from its primal and primary use— literature: fiction as well as non- fiction.

However, with the internet cutting into the very veins of moderns day living, be it the glittering urbane settings or the dim lit ---and sometimes dark because of power outages—rural hinterlands of this land, the power , relevance and desperate demand of the broadsheet—at least in the medium of English-- has dipped as never before, even though we see some octogenarian loyalist enthusiasts of one the greatest indulgences in human history—the morning newspaper, and it’s mid day and evening versions also---waiting for their daily dose of information, ideas, lexicon, syntax and yes—ruminations.

But now things are changing, the broad sheet is becoming conspicuous by its absence—sometimes because of want of time, when you tend to catch up with the early morning schedules, and sometimes because the news is there on and into your phone—much before the vendor could hurl your bodily copy up at your balcony.

And as the world is becoming digitalised and animated, language, as many a time before in history, is making a transit----from being a ‘factor’ in these houses to assuming a full bodied entity as the factor—all in its own rights.

Now, language is not one of the specialisations in these houses and services; language is the specialisation in itself , standing all on its own.

Gone are the days when things could speak for themselves, when a write up or a body was ‘mere formality’. Things would be “copy” ied and “paste” ed, as one would seldom care. Now, with the world turning India wards and India rising up to its elephantine realisations, the globe is rapidly getting connected to urban and rural connections equally alike. And everyday such connections are being built up in millions—necessitating the expression of both the parties to be imperative, important, transparent and credible. And this needs voice generation, voice for your yearnings –both what for and to do you seek your business and businesses.  Also, in these times when start ups are burgeoning faster than the time one could take to look at them, one needs one’s voice to be heard, one’s story to be told, and one’s credentials to be believed in –in the right pitch and an attractive syntax and lexicon—to auger the optimum effect generation.

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