What is very interesting about this ayah from the Qur'an is that is relates directly to philosophies found in Hinduism, namely maya. The word itself has multiple meanings the most common accepted of course being illusion. A more profound meaning of the word is the power through which the universe came into existence. Speaking about the influence of maya, Ishwar Puri in one of his lectures, relates that maya fundamentally allows us to realize our true disposition, that is we are simply an observer in this great movie of life.We can conclude therefore that maya is brought to life in the mind of each individual consciousness. The consciousness, or the experiencer, is namely not the mind and once this realization has been unfolded (it is important to add here through meditative experience) then one can attain moksha or liberation.