Abstract: Background: The success of a brand depends on the kind of response it gets from the masses. The sale of the product is directly proportional to the kind of connecting a buyer falls for it. It is a widely known fact that people enjoy a good laugh, but can really ignore the fact that where buying habits are considered, emotions play a major role as well. A comparative study of emotion and humour advertisement and their impact on dependent variables like purchase intentions; likeability and brand recall is done for the first time keeping Eastern culture in mind. Objective: The objective of the study is to understand the influence of emotional and humour based advertisements on consumer’s behaviour towards brands and their purchase behaviour of brands. Materials and Methods: It is a primary study involving 202 respondents within the age-group of 18-55 years. They are shown a combination of 6 advertisements, which consisted of 3 emotional and 3 humorous advertisements in an alternating fashion and their opinion is recorded. Results: Emotional and humorous advertisements have different liking and recall amongst consumers. Number of people who recollected brands is more for emotional ads than for funny advertisement. The purchase intention is more for products with emotional advertisements as compared to products with humorous advertisement. Emotional advertisement leads to a higher degree of purchase intentions for low involved products. Conclusion: The study concluded that an emotional advertisement compared to a humorous advertisement is more effective measured in terms of brand image, likeability, purchase intentions and brand recall as per present study. The present study gives an insight on impact of emotional and humour advertisement on likeability, brand recall and purchase intention. Managers of global brands must consider Eastern culture while, deciding the type of advertisement. High-involved and low-involved products have a role to play on brand recall and purchase intentions. Type of advertisement will have an impact on such action. Impact on the type of advertisement on a comparative study basis of brand image is another interesting study.