The advertising industry today is witnessing a trend of sorts these days. Gone are the days when it used models to promote any products. The latest fad is roping in film stars and creating a hype around the product (in the marketing lingo, it's called as a 'teaser campaign').

The latest Bollywood actor to be roped in for such a teaser campaign is none other than Irrfan Khan, whose posters have been pasted all over the city asking everyone about 'K.I.L.B'.

A lot of people (including the ones from the ad fraternity) have even challenged their lives on betting that the teaser campaign was indeed an extension of a leading cellphone service provider, of which Irrfan has been the Brand Ambassador.

Well, as the city is still searching for the much-awaited answer, we have gone ahead and done the needful. The fact is that K.I.L.B. stands for (Kum Insurance Lene Ki Bimari) and the product is the leading life insurance company, Aegon Religare.

Don't we deserve a good pat on the back for our work? What say guys!