On Tuesday morning, when readers of The Times of India opened the newspaper, they were in for a surprise.

The supplement of the main paper carried a ‘talking’ advertisement of Volkswagen, which plays a recorded voice when a reader opens the page.

It came as a surprise to many and soon Twitter and Facebook were full of comments, from awe at something so “innovative” to despair at a “lame” attempt.

While it reminded some of the musical greeting cards by Archies — a craze in India in the early years of this decade, others felt the commercial ridiculed the experience of reading a newspaper.

But, whatever feedback the advertisers and the newspaper get from readers, it surely signifies a new era in Indian advertising — one in which companies have realised India‚Äôs potential as a lucrative fast-growth story, leading them to innovate and lavishly spend on advertising.