experience alliances must be formed because a unified crosscategory proposition makes for a desirable outcome and helps bust manufacturerbased approaches hence the home diwali evening can be curated by a consortium of urban clap zomato uber usl belirams silverware home centre and fortis hospitals to offer a single experiential window thus ensuring the easy sincerity of traditionmeanwhile iftar crawls can be presented through a similar alliance just like durga puja or diwali or christmas in this emerging scenario traditionbased advertising will pay off significantly when crafted with sensitivity and when it enables the customer to gain a rich experience contrary to popular notions exceptional affluence can become a valuable driver for sustaining traditions through experiences that inspire and being agents of popular culture brands must come to the party urgently helping festivals sustain their truest meaning for future generations because when presented as customercentric experience alliances traditions and festivals can become truly celebratorythe author is founderof inexgro brand advisory