...and offline promotion of the same.
It's perhaps a campaign for a mall to be launched soon. The stat counter on the site at this point reads 16137. Decent enough numbers one would say for a visit to such a website.
The previous such campaign which is still fresh in one's memory is the whatiteez campaign for Krackjack(?) featuring Cyrus Broacha. Interesting trend this, of using the internet to run teaser campaigns.