Abstract

In the era of social consciousness brands are increasingly engaging in woke marketing—a strategy that aligns advertising campaigns with social justice issues environmental concerns and progressive values. In India where cultural traditions coexist with rapidly evolving modernity woke marketing has sparked debates about its effectiveness authenticity and impact on consumer behavior. This paper examines how woke marketing influences Indian consumers particularly in terms of brand perception purchasing decisions and long-term loyalty. The study also explores the potential risks of woke marketing including backlash accusations of performative activism and the challenge of maintaining cultural sensitivity in a diverse marketplace.