The fast-moving consumer goods (FMCG) sector in India is characterised by rapid consumption cycles, intense brand rivalry, and a continuously evolving consumer base. In this highly competitive environment, branding emerges as a critical determinant of consumer choice, shaping both short-term purchasing decisions and long-term loyalty. This research investigates the influence of branding strategies—such as emotional branding, cultural adaptation, innovative packaging, digital engagement, and loyalty programmes—on consumer behaviour in Chennai, a metropolitan hub with diverse demographics and cultural orientations. The study adopts a mixed-method approach, collecting quantitative data from 100 respondents through structured surveys and qualitative insights from branding professionals. Findings indicate that emotional branding, packaging design, and digital marketing significantly influence consumer preferences, while cultural alignment and social proof strengthen brand trust. However, price sensitivity moderates consumer behaviour, often leading to brand switching during promotional campaigns. The research highlights the importance of integrating traditional branding principles with digital and culturally nuanced strategies to enhance consumer engagement. The study not only contributes to the academic discourse on branding in emerging markets but also provides actionable recommendations for FMCG companies aiming to strengthen brand equity and customer loyalty in Chennai’s dynamic marketplace.