To promote its new Vento sedan in India, Volkswagen implanted 2 million voice chips into newspapers in Delhi, Mumbai, Bangalore, Pune and Chennai on September 21.
The voice chips include an ad message to promote the new car:
"The new Volkswagen Vento, crafted with so much care, it's hard to let it go," the voice says.
"Our aim was to be able to emotionally connect to our customers with this product, and what better way than being able to directly speak to them with the aid of a newspaper," Volkswagen's marketing chief for passenger cars, Lutz Kothe, told the Economic Times.
The campaign did not go off without a hitch, however.
Reports indicated that startled newspaper readers were jarred awake over breakfast as their newspaper started "talking back to them."
And, Mumbai police bomb squad needed to react to the talking advertisement. They had to investigate suspicious noises coming from a trash can after a reader threw the paper away.