The present study adopted the descriptive research design exploring the effectiveness of influencer marketing campaigns on the purchase decision processes of the Millennials and Generation Z consumers in India. Every reasonable effort will be made to reach these two, being otherwise alike: Millennials, aged 26–42 years and Generation Z, aged 18–25 years, identified by purposive sampling on the basis of their active usage of social media and their shopping for apparel products over the Internet, whether as a result of direct purchase or through influencer recommendations. The total sample size is to be 625 respondents to ensure statistical validity. The data will be collected by means of a structured questionnaire distributed to the targeted consumers across regions in India. The collected data is analysed with the help of the statistical tools Independent Sample t-test, Correlation and Regression. finally this study conclude that there is positive impact of Influencer Attributes (Trustworthiness, Authenticity, Expertise, Popularity) and Campaign Characteristics (Content Quality, Engagement Rates, Platform Choice, Frequency of Post) on consumer purchase decisions.