Innumerable brands and innumerable products – all shouting at the consumer in their own ways! Ways, which are different and yet, in essence, are all the same. In this mayhem, each of these brands is trying to grab attention, trying to do something “out of the box”. Ironically though, the term itself has become somewhat a cliché. Appealing to the 5 senses of the consumers seems no longer enough and brands now need to touch that sixth sense which will not only strike “a” chord but, will strike the “right” one.Looking past the 5 levels of differentiation, i.e., technology, price, product, customer service and user experience, seems only a sensible option in this case. But what is the sixth level? To what extent has it been explored? - are the questions that still lay unanswered. India, a nation guided by sentiments, has at its heart the festivals that, in many ways, define the people residing in it. To touch the chord connecting a brand to a customer’s sixth sense, b