With the increasing customer base and unstated recognitions of imperfection due to emerging needs that doesn‟t come out for some embarrassment concern, dissonance has penetrated deeply into the market. Creation of dissonance has been the main center of attraction for fairness creams customers till some time before but now it has entered into new segments like automobiles, cements and many more. Dissonance is created through different means of promotion by the company, more so because many products demand it so that it could be sold but it remains ambiguous with the Emotional branding. The level if dissonance created depends solely on the where the brand or advertisement puts the customer and not based on where the customer viewer sets the brand.