This study examines the influence of subliminal phenomena on offline consumer buying behaviour among young consumers aged 18 to 30 years in Pune, India. Subliminal messaging, which operates below the level of conscious awareness, has attracted growing attention in marketing and consumer psychology due to its potential to subtly shape perceptions, attitudes, and purchase-related decisions. While international research has explored the effectiveness of subliminal techniques, empirical evidence within the context of Indian offline retail environments remains limited, creating a clear need for context-specific investigation. The research adopts a mixed-methods approach to develop a comprehensive understanding of how subliminal stimuli function within physical retail settings. Quantitative data are collected through structured questionnaires administered to a representative sample of young consumers, capturing their exposure to subliminal cues, brand awareness, emotional responses, and offline purchasing behaviour. Qualitative insights are obtained through in-depth interviews with marketing professionals and advertising practitioners to explore their understanding, application, and perceived effectiveness of subliminal techniques in offline marketing strategies. The findings of the study are expected to reveal meaningful associations between subliminal messaging and consumer perceptions of brands, as well as its influence on purchase intentions and actual buying behaviour in offline markets. By integrating consumer experiences with professional perspectives, the research aims to advance theoretical understanding of subconscious influences in consumer decision-making and contribute practical insights for marketers and brand strategists. Ultimately, the study seeks to enhance knowledge of how subliminal techniques shape brand identity and purchasing behaviour among young urban consumers in India, while also informing responsible and evidence-based marketing practices