This study investigates the effect of emotional advertising appeals on Brand Registration towards selected Fast moving consumer goods (Food and Beverages, Household Care Products and Personal Care/ Hygiene products). This study confirms that the emotional appeal creates significant effect on brand registration by the consumers at the point of purchase. It further reveals that the influence of emotional TV Commercials on brand with respect to demographic factors of the respondents.

Keywords : Advertising Appeals, Brand Registration, Emotional Appeals, TV Commercials And FMCG Sector.