Abstract This research paper tries to explore and describe consumer’s attitude and perception towards the advertising campaign. The literature review concentrates on key areas of attitude towards ads, the role of perception in communication and the role of different ad-components in advertising. We have used structured questionnaire and focus-groups to obtain and analyse the feedback and observations of people regarding advertisements. Following from these are the results and discussion that focus on key areas: perception towards advertising, attention, and interest. Results indicate that perception towards image of advertisements differed quite signiicantly among the respondents. The researcher came to the conclusion that these elements are the most effective in capturing attention and interest. The study concludes with a discussion of the main implications of the research and with forwarding of suggestions for further research. Keyword: Perception, Opinion, Recall of Advertisements Consumer Perception and Opinion towards Advertising: An Empirical Study on Consumer Behaviour in South Delhi Tejinder Sharma*, Geetanjali Chawla** Introduction In this era of globalisation where world has become smaller and man has come closer to one another, the need of belongings, desirable things, and goods have gone to disproportionate height in view of increased consumer- ship all over the globe. In this scenario, advertising in general and commercial advertising in particular is of immense importance. It has rendered variable impact on different sections of’ consumers, in anticipation of its reach to masses. Besides, awareness among consumers has been steadily but surely on the higher side as its importance is evident by the phrase, “when a business is not doing good, it has to advertise but when the business is doing good it pays to advertise”. Although in India history of advertising dates back to ancient times but signiicance of advertising in India has particularly increased after liberalisation regime, when Indian economy became globalised. It’s wrong to say that advertising is limited to only creating awareness about a product, services idea or a company. In fact it acts as a pull factor, where the idea is to pull the customers to the company and assists specially the people in marketing and sales to generate leads. With the various channels of communications available today like radio, television, Internet, dynamic form more so after liberalisation regime when trade was thrown open to MNCs and due to increasing competition amongst various companies, the role of advertising in India has increased to huge dimensions, Advertising in general has given immense scope of choice between the products of different companies especially in India, with increasing middle class needs. In 2014, media planners estimate television will grow by 15-18 percent, print by 8-10 percent, and digital media by 30 percent. Some of the characteristics of advertising are stated as under: ∑ Advertising permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller’s size, power, and success. * Reader, Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, India. Email: chawlageetanjali1980@gmail.com ** Research Scholar, Department of Commerce, Kurukshetra University, Kurukshetra, Haryana, India. Email: sharmatejinder@rediffmail.com Article can be accessed online at http://www.publishingindia.com