PhD Scholar, Department of English, Madhyanchal University, Bhopal, Madhya Pradesh, India

Emotionally persuasive language has emerged as a vital strategy in India’s rapidly expanding digital marketing ecosystem, where brands compete across diverse linguistic, cultural, and socioeconomic contexts. This study explores how emotional language is employed in Indian digital platforms—including social media campaigns, mobile-first advertising, and regional-language content—and evaluates its impact on consumer behaviour. Drawing on theories of emotional appeal and consumer psychology, the research examines how emotional triggers such as trust, aspiration, festival-oriented sentiment, urgency, and community belonging shape consumer attention, engagement, and purchase intent. A mixed-methods approach involving content analysis of Indian digital advertisements, consumer surveys across urban and semi-urban regions, and small-scale experimental testing is proposed. Findings indicate that emotionally charged language, particularly when delivered in regional languages or tied to cultural narratives, significantly increases engagement and conversion rates among Indian consumers. However, variations arise based on linguistic diversity, regional identity, and digital literacy levels. This study enhances understanding of persuasive communication in the Indian digital marketplace and provides insights to help marketers craft culturally sensitive, ethical, and emotionally resonant messaging.