The most recurring, quoted number in India today is 1,411 – the mean count of tigers ostensibly remaining in the wild in the country. Everyone knows and everyone seems pretty upset. The number, of course, can be disputed and refuted too if needed; but that can be the topic for another discussion. What is evident is that given the rate of decline, it might be just another 20, or maybe 50, years by when tigers would vanish from our landscape. This number, till the other day, remained in the knowledge domain of wildlifers – conservationists, activists, enthusiasts. Thanks to the biggest ad campaign of the year, most people now know that 1,411 is too small a number in itself. Alarming, is how most ordinary people have been describing the number as.