This project is about utilization of digital media by fashion brands in India for brand building. The project proposal includes a research background study, with objectives identified, along with details of research methods to be used. It has the survey of the Indian Digital Advertising Industry, Social Media usage and its utilization, advantages and disadvantage of social media, Social Media Marketing and its relevance, customer engagement and its success factors. The research is about studying the scenario of the Indian Digital Advertising Industry, the utilization of Social Media, number of brands that are engaging the audience and the success factors for customer engagement digitally. The findings are collected on the basis of this data and then compared with the data collected from secondary research.