As is my wont, I glanced through Hindustan Times’ epaper in the morning and noticed the Volkswagen Phaeton ad. On the inside pages, the headlines were rendered in some weird font. I attributed them to a PC-Mac issue. It dawned on me quite some time later that the headlines were meant to convey a ‘handcrafted’ feel, linked with the ‘handcrafted luxury’ proposition of Volkswagen Phaeton. Not surprisingly, some of the readers of Hindustan Times thought so, too.
I am all for media innovation, an idea-centered approach, not a TVC-led approach and all that jazz. But handcrafted cars being expressed in an ugly font across 30-odd pages? It has stretch written, no handcrafted all over it. What say?