International Journal of Scientific Research and Engineering Development

In today’s world, brand recall plays a significant role in influencing consumers purchase decisions in modern competitive markets. Consumers generally prefer brands that are familiar, emotionally connected, and easy to remember. This research focuses on how emotional advertising campaigns, visual communication, and digital and social media strategies influence consumer memory, engagement, and buying behaviours in the Indian market. The study is based on a conceptual and case study research approach using secondary data sources, including research articles, journals, books, websites, advertisements, and digital media content. Special attention has been given to the “Daag Acche Hain” campaign, which successfully transformed the traditional image of detergent ads by associating stains with positive experiences such as kindness, friendship, childhood learning, and emotional growth. The findings indicate that emotional advertising and visual storytelling influence consumer engagement, brand recall, and influence purchasing decisions. Repeated exposure through digital and social media in memory and trust toward the brand in the Indian advertising environment.

Thierry GAFUNDU BYAMUNGU, Marguerite ZUENA ALIAMINI, Jean Jacques NSUMBU KIADI, Richard KAMUNA AMISI, Hortense ITUKU LUAFA, Julien SAFARI BURHE NJEMA, Blaise MANZEKU MBOMBO,"The Role of Brand Recall in Consumer Purchase Decisions: A Case Study of Surf Excel" International Journal of Scientific Research and Engineering Development, V9(3): Page(623-630) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.