Vector Algebra

For $a \in R$, if the vectors $\mathbf{p}=(a+1) \hat{\mathbf{i}}+a \hat{\mathbf{j}}+a \hat{\mathbf{k}}$, $\mathbf{q}=a \hat{\mathbf{i}}+(a+1) \hat{\mathbf{j}}+a \hat{\mathbf{k}}$ and $\mathbf{r}=a \hat{\mathbf{i}}+a \hat{\mathbf{j}}+(a+1) \hat{\mathbf{k}}$ are coplanar and $3(\mathbf{p} \cdot \mathbf{q})^2-\lambda|\mathbf{r} \times \mathbf{q}|^2=0$, then the value of $\lambda$ is