In an era dominated by multichannel advertising, understanding its nuanced impact on consumer buying behaviour is paramount for marketers navigating India's burgeoning digital economy, projected to reach $1 trillion by 2026. This dissertation empirically examines how traditional, digital, emotional, and celebrity-driven advertising influences purchase decisions, brand preference, and loyalty among urban Indian consumers. Employing a descriptive-quantitative design, primary data from a structured Likert-scale questionnaire administered to 120 urban respondents (56.7% male, 48.3% aged 21-30) were analyzed via percentages, tabulations, and graphical interpretations. Findings reveal advertising's robust positive effect: 76.7% affirm its role in buying decisions, with digital ads impacting 75%, emotional appeals 65%, and celebrity endorsements 60.8%. Hypotheses confirm direct influences (e.g., H1: β-equivalent agreement >70%) and demographic moderations, such as youth susceptibility. Mediating via brand awareness and perception, these effects align with AIDA models and recent SEM validations (Alsharif et al., 2022). Contrasting global trends, urban India's digital penetration amplifies efficacy, yet moderate trust (54.1%) signals credibility challenges. Recommendations advocate personalized, authentic digital strategies blending emotional storytelling with influencer authenticity. Limitations include convenience sampling; future research suggests longitudinal designs and rural comparisons. This study bridges empirical voids in developing-market contexts, offering actionable insights for sustainable marketing amid ad fatigue.