Errrm... at the moment, we don't know either!
While the rest of the world is busy lamenting about the dwindling (read: goldfish) attention span of readers, we spotted a bunch of mystery ads on the front page of The Times of India. The teasers are a cross between the popular half-pager and belly band ad formats, and have been present in the national daily for three consecutive days (including today's) across various cities.
Typically, teaser ads are used as mildly entertaining, curiosity-invoking introductions to upcoming ad campaigns, and are designed to reveal as little as possible about the advertiser/product. While these print ads are not visually remarkable or creatively outstanding (come on, we've seen newspapers that vibrate or smell of perfume or leak shampoo... you get the drift), they have successfully piqued our interest. And we're not alone. Netizens are discussing these teasers too.
What can have decoded so far is - it's got something to do with the environment and pollution. The advertising copy reads: 'The air wants to be natural again. Someone has to take the first step', 'The sea wants to be natural again. Someone has to take the first step' and 'The forest wants to be natural again. Someone has to take the first step'.
Could it be an air purifier? An automobile player? A spa type service? Or, surprise, surprise - a real estate brand! (What an anti-climax that would be, wouldn't it?)
What we're really curious about, though, is the oddly familiar pattern on the right hand side of the print. Where have we seen that symbol before? Just can't seem to place it.
Hmm... any guesses?