Imagine flipping through a newspaper while sipping your morning chai or coffee, only to discover a delightful surprise. This was precisely the effect Flipkart achieved with its recent ad in Hindustan Times. At first glance, it appeared to be just another jacket ad, but a quick swipe with a damp tissue on the spilt milk revealed hidden messages, promoting the brand’s 10-minute delivery promise.
Such is the charm of interactive advertisements — campaigns that don’t just sell but invite you to engage, experience, and play. These ads transform passive readers into active participants, blending nostalgia with innovation. Far from static banners of yore, interactive ads use QR codes, scratch-and-reveal surfaces, and sensory delights like scents, creating mini-adventures that surprise and delight audiences.
India’s print media, which boasts a storied history dating back to The Bengal Gazette of 1780, has been revitalised by these innovations. For instance, Swiggy celebrated its 10th anniversary with an ad in The Times of India that concealed a real balloon. Inflating it revealed a special offer, demonstrating that even a traditional medium like print could rise quite literally — to the occasion. Earlier this year, Swiggy Instamart took it a step further with a mango-scented ad that urged readers to “Read this ad with your nose.” The aroma evoked nostalgic memories of summers past, turning an ordinary newspaper page into a sensory experience.
The rise of interactive ads in India
India’s advertising journey has always been steeped in storytelling, and interactive ads are a natural evolution of this cultural love for drama and spectacle. Early examples date back to the mid-20th century, when brands like Bournvita and Amul featured puzzles and contests in newspapers, transforming print into a playground for engagement.
In the 1980s and 1990s, television and radio expanded interactivity further. Viewers participated in the Nirma Quiz Contest by mailing in answers, while Maggi’s cook-off challenges fostered direct engagement. Print wasn’t left behind — cut-out coupons became a popular trend, turning newspapers into portals for discounts and freebies.
With the advent of the internet in the early 2000s, interactivity took on a digital avatar. SMS-based campaigns and microsites emerged, inviting consumers to participate in contests like Pepsi’s My Can by texting unique codes. By the 2010s, augmented reality (AR) breathed new life into print media, with ads like Cadbury Bournville’s interactive videos and Volkswagen’s vibrating TOI insert that mimicked a car engine’s hum. And the most recent, Zepto delivery bags, where stories come to life using AR.
These brands have continued to push creative boundaries, blending sensory elements, tech wizardry, and clever storytelling to capture attention in an age dominated by digital interactions. These campaigns resonate because they offer novelty and experiences that transcend language and geographical barriers. Whether it’s a scratch-and-sniff ad or a clever QR code, they cater to the Indian audience’s love for storytelling, drama, and surprise. They invite readers to pause, engage, and immerse themselves — something increasingly rare in a world of endless scrolling and fleeting attention spans.
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