Volkswagen is running an ad in two Indian newspapers, the Hindu and the Times of Indian, that talks to readers, Sans Serif writes. A light-sensitive speaker has been added to the paper from which an advertising message is broadcast when triggered.
In some ways its a fairly basic addition, but as Sans Serif points out:
[T]his must be the first time daily newspapers of the size and reach of ToI [Times of India] and Hindu have done it at a time when American newspapers like the New York Times and Washington Post are just about coming to terms with the reality of advertisements on the front page.