IJCRT Peer-Reviewed (Refereed) Journal as Per New UGC Rules.
ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 7.97 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(CrossRef DOI)
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Paper Title: Impact of Short-form Videos low and high users on Attention Lapses and Working Memory in among adolescents and adult: A comparative study.
Author Name(s): Jeempi Baruah, Dr.shivali Sharma
Published Paper ID: - IJCRT2603586
Register Paper ID - 303435
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603586 and DOI :
Author Country : Indian Author, India, - , -, - , | Research Area: Science All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603586 Published Paper PDF: download.php?file=IJCRT2603586 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603586.pdf
Title: IMPACT OF SHORT-FORM VIDEOS LOW AND HIGH USERS ON ATTENTION LAPSES AND WORKING MEMORY IN AMONG ADOLESCENTS AND ADULT: A COMPARATIVE STUDY.
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Science All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e916-e929
Year: March 2026
Downloads: 10
E-ISSN Number: 2320-2882
The increasing popularity of short form videos. SFV platform has significantly changed how people consume daily social media platforms and this shift has growing rapidly concern about its impact on cognitive abilities of the humans. SFV platform also deliver very short form videos that is lasting for about few seconds and combined with fast visual changes with continue scrolling and personalised preferences by the algorithm. Such repeated exposure to small short and highly stimulating content may affect our crucial cognitive functions, specially attention and working memory. So in this study, we investigate how attention lapses and working memory differ between individual who use SFV a lot and those who use it much less. We used a questionnaire a quantitative comparative designed recruiting 152, adolescent and adults between the age of 15 to 50. This participants were divided into two group based on their daily SFV usage, low use group under one hour per day and high use group 3 or more hours per day. We measure attention lapse using the cognitive failure, questionnaire and assist working memory with a standardised MWQ mind wandering questionnaire self report scale. The result of independent sample T test shown that the high SFV group has significantly more attention lapse and more difficulty with working memory, then the low use group. Just findings suggest that regular use of short form video is closely tight to weaker tensional control and reduced working memory. Overall, this results add to the growing body of research on digital media and its impact on how we think and process information offering new evidence about cognitive risk of frequent SFV we use.
Licence: creative commons attribution 4.0
Short-form video, Attention lapses, Working memory, Mind wandering, Cognitive functioning, Social media usage
Paper Title: A CRITICAL STUDY ON SETTING UP OF RAW SILK PRODUCTION PROJECT IN MURSHIDABAD DISTRICT OF WEST BENGAL
Author Name(s): Kunal Sarkar, Soumik Chatterjee
Published Paper ID: - IJCRT2603585
Register Paper ID - 303427
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603585 and DOI :
Author Country : Indian Author, India, 742103 , BERHAMPORE, 742103 , | Research Area: Biological Science Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603585 Published Paper PDF: download.php?file=IJCRT2603585 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603585.pdf
Title: A CRITICAL STUDY ON SETTING UP OF RAW SILK PRODUCTION PROJECT IN MURSHIDABAD DISTRICT OF WEST BENGAL
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Biological Science
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e905-e915
Year: March 2026
Downloads: 7
E-ISSN Number: 2320-2882
Present study clearly indicates that one can earn twelve times more profit in designing silk production project by adopting multiend reeling machine. Monthly profit is almost six lakh which is almost twelve times of monthly profit of Charka based reeling but in case of charka reeling investment is quite lower than the multiend reeling setup. But in Murshidabad District, it is still charkha dominated silk industry is popular due to degeneration of silkworm breeds, inability to rear high productive bivoltine breeds and even crossbreeds due to climatic disadvantages and unskilled labour, falling prices of raw silk, withdrawal of European Cocoon buying and silk buying firms, low wages in sericulture, organizational set back, lack of skilled person in the field of Sericulture. Though earn is less but still fifty thousand rupees income per month from Charka reeling cannot be ignored. So, an organized effort may be done in Murshidabad District to make poor rural women self-sufficient to reel silk in country charka and earn significant profit without much initial investment. Rural women can start their own venture in their home. Availability of machineries and raw material, technical guidance and selling of products will be assured by the organization. Even small rearer can reel their cocoons through charka in green condition which will increase more profit margin. In this way a model sericulture village will be developed which will justify the long heritage of sericulture of Murshidabad district. It is also important to develop multiend reeling based reeling industry in West Bengal which will create large entrepreneur by assuring more profit. The present study also indicates that it is important to develop bivoltine seed zone in West Bengal to ensure supply of bivoltine seed cocoon throughout the year so that seed producers may develop crossbreed seed of multi-bi components which ensure flow of quality raw materials throughout the year for high consuming multiend reeling machine.
Licence: creative commons attribution 4.0
Silk, Reeling, Charka , multiend reeling machine
Paper Title: CERVICAL CANCER, ITS VACCINATION AND VACCINATION STATUS AMONG THE ADOLESCENT GIRLS OF GOVT. SENIOR SECONDARY SCHOOL OF EMINENCE AMLOH, DISTRICT FATEHGARH SAHIB (PUNJAB)
Author Name(s): Dr. Sunaina Sharma, Ms. Hardeep Kaur
Published Paper ID: - IJCRT2603584
Register Paper ID - 303439
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603584 and DOI :
Author Country : Indian Author, India, - , -, - , | Research Area: Health Science All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603584 Published Paper PDF: download.php?file=IJCRT2603584 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603584.pdf
Title: CERVICAL CANCER, ITS VACCINATION AND VACCINATION STATUS AMONG THE ADOLESCENT GIRLS OF GOVT. SENIOR SECONDARY SCHOOL OF EMINENCE AMLOH, DISTRICT FATEHGARH SAHIB (PUNJAB)
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Health Science All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e901-e904
Year: March 2026
Downloads: 7
E-ISSN Number: 2320-2882
Cervical cancer, primarily caused by Human Papilloma virus, is preventable through awareness and vaccination. This study assessed the knowledge and vaccination status regarding cervical cancer among adolescent girls and examined its association with selected demographic variables.A quantitative descriptive design was used, and 100 adolescent girls from Government Senior Secondary School of Eminence, Amloh (Punjab) were selected through random sampling. Data were collected using a structured questionnaire covering demographic details and knowledge of cervical cancer and its vaccination. Results showed that 75% of participants had poor knowledge, 15% had average knowledge, and only 10% had good knowledge. Vaccination status was low, and a negative attitude toward vaccination was observed.The study concludes that most adolescent girls lack adequate knowledge about cervical cancer and its prevention, indicating a need for targeted awareness and educational programs.
Licence: creative commons attribution 4.0
Knowledge, cervical cancer, vaccination, adolescent girls.
Paper Title: Automated Leukemia Staging from Blood Smear Images Using a Custom Convolutional Neural Network
Author Name(s): Rajeshwari P, Harismitha.S, Sivani M S
Published Paper ID: - IJCRT2603583
Register Paper ID - 303431
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603583 and DOI :
Author Country : Indian Author, India, 642004 , pollachi, 642004 , | Research Area: Science All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603583 Published Paper PDF: download.php?file=IJCRT2603583 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603583.pdf
Title: AUTOMATED LEUKEMIA STAGING FROM BLOOD SMEAR IMAGES USING A CUSTOM CONVOLUTIONAL NEURAL NETWORK
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Science All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e890-e900
Year: March 2026
Downloads: 6
E-ISSN Number: 2320-2882
Acute Lymphoblastic Leukemia (ALL) is an aggressive haematological malignancy requiring rapid and accurate diagnosis for effective treatment. The conventional diagnostic approach manual microscopic examination of peripheral blood smear slides by trained pathologists is time-intensive, subjective, and limited by the acute shortage of specialist haematologists in resource-constrained settings. While deep learning-based approaches have demonstrated promising results for automated leukemia detection, existing studies predominantly address binary classification without severity staging, lack end-to-end deployment frameworks, and omit input validation mechanisms essential for real-world clinical use. This study proposes an end-to-end deep learning-based system for blood cancer detection and severity staging from microscopic blood smear images. A custom Convolutional Neural Network (CNN) comprising four convolutional blocks with progressive filter expansion (32 -> 64 -> 128 -> 256), batch normalization, dropout regularization, and Adam optimization was designed and trained on the ALL-IDB (Acute Lymphoblastic Leukemia Image Database) benchmark dataset. The model performs four-class classification Normal, Early Stage, Mid Stage, and Advanced Stage leukemia. An OpenCV-based image validation module employing HSV colour space analysis was integrated to reject non-blood-smear inputs. The trained model was deployed as a web-based diagnostic application using the Flask framework, built entirely on open-source tools. The proposed model achieved 90-95% overall classification accuracy on the validation set, with per-class F1-scores of 0.96 (Normal), 0.94 (Advanced Stage), 0.87 (Mid Stage), and 0.86 (Early Stage). Confusion matrix analysis confirmed that misclassifications were predominantly confined to adjacent severity stages, with near-zero Normal-to-cancer misclassification. The system achieved end-to-end response times of 1-3 seconds on standard CPU hardware. The proposed system demonstrates that a lightweight custom CNN trained from scratch can achieve clinically meaningful multi-class leukemia staging and be effectively deployed as an accessible, validated web application. The integration of image validation, confidence-scored predictions, and a fully open-source architecture distinguishes this work from existing approaches and supports its adoption in resource-limited clinical environments. Future work will explore transfer learning, Grad-CAM explainability, and multi-institutional dataset validation to enhance diagnostic accuracy and clinical translatability.
Licence: creative commons attribution 4.0
Blood cancer; Leukemia detection; Convolutional Neural Network; Deep Learning; Medical image classification; ALL-IDB dataset; Flask web application; Severity staging; Computer-aided diagnosis
Paper Title: Dispersal patterns of armoured scale insect, Abgrallaspis azadirachti (Homoptera: Coccoidea: Diaspididae) at Agra
Author Name(s): Nidhi Sharma, Rajvir Singh Ojha
Published Paper ID: - IJCRT2603582
Register Paper ID - 303434
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603582 and DOI :
Author Country : Indian Author, India, - , -, - , | Research Area: Science All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603582 Published Paper PDF: download.php?file=IJCRT2603582 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603582.pdf
Title: DISPERSAL PATTERNS OF ARMOURED SCALE INSECT, ABGRALLASPIS AZADIRACHTI (HOMOPTERA: COCCOIDEA: DIASPIDIDAE) AT AGRA
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Science All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e885-e889
Year: March 2026
Downloads: 6
E-ISSN Number: 2320-2882
The authors found armoured scale Abgrallaspis azadirachti infesting Azadirachta indica (Neem). Fruit in the orchard is afflicted with armoured scale insects due to Neem trees infested with Abgrallaspis azadirachti, and the wind is undoubtedly responsible for the armoured scale insects spread. The majority of armoured scale crawlers settle on their maternal host trees; a small number of adult females are immobile, but a small number of adult males spread by wind to other adjacent plants. Armoured scale insects can spread in two ways - passively on infested plants and through long distance wind borne dispersal of crawlers. The dispersal pattern of Abgrallaspis azadirachti crawlers was studied. Windborn crawlers were trapped up to some distance away from the host tree using greased plates scattered around the orchard. Crawlers moved from October to December, peaking in December .In a 48-hour period, a maximum of five crawlers were trapped.
Licence: creative commons attribution 4.0
Azadirachta indica, infested, immobile, crawlers, dispersal pattern
Paper Title: Beyond the Caesar Cipher: A Comparative Analysis of Mlecchita-vikalpa and Katapayadi Systems.
Author Name(s): Mudusu Mahesh Kumar
Published Paper ID: - IJCRT2603581
Register Paper ID - 303416
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603581 and DOI :
Author Country : Indian Author, India, 504208 , Mancherial, 504208 , | Research Area: Science and Technology Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603581 Published Paper PDF: download.php?file=IJCRT2603581 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603581.pdf
Title: BEYOND THE CAESAR CIPHER: A COMPARATIVE ANALYSIS OF MLECCHITA-VIKALPA AND KATAPAYADI SYSTEMS.
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Science and Technology
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e879-e884
Year: March 2026
Downloads: 6
E-ISSN Number: 2320-2882
Licence: creative commons attribution 4.0
Cryptography, Mlecchita-vikalpa, Katapayadi System, Ancient India, Kautilya, Substitution Ciphers, Steganography
Paper Title: EFFECTIVENESS OF MEDITATION THERAPY IN REDUCING STRESS AND ANXIETY AMONG WOMEN WITH INFERTILITY
Author Name(s): Seema BIsen
Published Paper ID: - IJCRT2603580
Register Paper ID - 303392
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603580 and DOI :
Author Country : Indian Author, India, 481880 , Dindori, 481880 , | Research Area: Humanities All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603580 Published Paper PDF: download.php?file=IJCRT2603580 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603580.pdf
Title: EFFECTIVENESS OF MEDITATION THERAPY IN REDUCING STRESS AND ANXIETY AMONG WOMEN WITH INFERTILITY
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Humanities All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e876-e878
Year: March 2026
Downloads: 6
E-ISSN Number: 2320-2882
Abstract: This study has been undertaken to investigate the effectiveness of meditation therapy in reducing stress and anxiety among women with infertility in Jabalpur Fertility Center, Madhya Pradesh. Infertile couples often experience chronic stress, depression, and anxiety due to the inability to conceive and the rigorous nature of infertility treatments. For this very purpose, a quasi-experimental pretest and posttest control group design was used with a sample size of 60 women (30 in the control group and 30 in the experimental group) selected through purposive sampling. Data was collected using the Cohen's Standardized Perceived Stress Scale and the Modified Hamilton Anxiety Rating Scale. The analytical framework reveals that the mean post-test scores of stress and anxiety in the experimental group were significantly lower than those in the control group (P<0.05), indicating that meditation is a highly effective mind-body intervention for this population.
Licence: creative commons attribution 4.0
Index Terms- Infertility, Meditation Therapy, Stress Reduction, Anxiety, Nursing Intervention.
Paper Title: Blue Humanities and Oceanic Histories in Sea of Poppies
Author Name(s): A. Fathima, Dr. S. P. Sasi Rekha
Published Paper ID: - IJCRT2603579
Register Paper ID - 303415
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603579 and DOI :
Author Country : Indian Author, India, 641111 , Coimbatore, 641111 , | Research Area: Medical Science All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603579 Published Paper PDF: download.php?file=IJCRT2603579 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603579.pdf
Title: BLUE HUMANITIES AND OCEANIC HISTORIES IN SEA OF POPPIES
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Medical Science All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e872-e875
Year: March 2026
Downloads: 7
E-ISSN Number: 2320-2882
The interdisciplinary field of Blue Humanities focuses on oceans as dynamic spaces that shape human history, culture, and ecology. Amitav Ghosh's Sea of Poppies presents a vivid literary reconstruction of nineteenth-century maritime networks in the Indian Ocean world. Set during the period preceding the First Opium War, the novel depicts the complex connections between colonial trade, migration, and environmental transformation. Through the journey of the ship Ibis and its diverse passengers, Ghosh portrays the ocean as a space where social hierarchies are challenged and new identities emerge. This paper examines Sea of Poppies from the perspective of Blue Humanities, arguing that the novel foregrounds the ocean as a central site of historical interaction and cultural exchange.
Licence: creative commons attribution 4.0
Blue Humanities, Indian Ocean Studies, Colonial Trade, Maritime Literature, Indentured Migration and Oceanic Mobility.
Paper Title: Quality of Work Life and Occupational Well-being: Empirical Insights from BBMP Sanitation Workers
Author Name(s): Papanna. C, Dr. Srinivasa Murthy M D
Published Paper ID: - IJCRT2603578
Register Paper ID - 303473
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603578 and DOI :
Author Country : Indian Author, India, 560099 , Bengaluru, 560099 , | Research Area: Commerce All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603578 Published Paper PDF: download.php?file=IJCRT2603578 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603578.pdf
Title: QUALITY OF WORK LIFE AND OCCUPATIONAL WELL-BEING: EMPIRICAL INSIGHTS FROM BBMP SANITATION WORKERS
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Commerce All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e857-e871
Year: March 2026
Downloads: 7
E-ISSN Number: 2320-2882
Abstract This study examines the relationship between Quality of Work Life (QWL) and occupational well-being among sanitation workers (Pourakarmikas) employed by Bruhat Bengaluru Mahanagara Palike (BBMP). The research focuses on key QWL dimensions such as working conditions, compensation and job security, social inclusion, and health and safety. A structured questionnaire was administered to 200 respondents (both male and female), and the data were analyzed using descriptive statistics, factor analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). The findings reveal that QWL dimensions significantly influence occupational well-being, with health and safety and job security emerging as the strongest predictors. The study highlights the urgent need for policy interventions and improved welfare measures to enhance the well-being and performance of sanitation workers.
Licence: creative commons attribution 4.0
Quality of Work Life, Occupational Well-being, Pourakarmikas, Sanitation Workers, BBMP, SEM, CFA, Public Sector Workforce.
Paper Title: Beyond the Palette: Exploring Color Psychology in Indian Advertising and Youth Perception in Mumbai
Author Name(s): Atharva Mukund, Kalpesh Patil, Bhoomi Prashant Salvi, Sayed Saad Abdulnista, Atharva Rane
Published Paper ID: - IJCRT2603577
Register Paper ID - 303398
Publisher Journal Name: IJPUBLICATION, IJCRT
DOI Member ID: 10.6084/m9.doi.one.IJCRT2603577 and DOI :
Author Country : Indian Author, India, 410206 , NAVI MUMBAI, 410206 , | Research Area: Arts1 All Published Paper URL: http://ijcrt.org/viewfull.php?&p_id=IJCRT2603577 Published Paper PDF: download.php?file=IJCRT2603577 Published Paper PDF: http://www.ijcrt.org/papers/IJCRT2603577.pdf
Title: BEYOND THE PALETTE: EXPLORING COLOR PSYCHOLOGY IN INDIAN ADVERTISING AND YOUTH PERCEPTION IN MUMBAI
DOI (Digital Object Identifier) :
Pubished in Volume: 14 | Issue: 3 | Year: March 2026
Publisher Name : IJCRT | www.ijcrt.org | ISSN : 2320-2882
Subject Area: Arts1 All
Author type: Indian Author
Pubished in Volume: 14
Issue: 3
Pages: e848-e856
Year: March 2026
Downloads: 7
E-ISSN Number: 2320-2882
This study looks at how Color Psychology Theories affect advertising and how young people in Mumbai perceive. Color Psychology Theories is very important in advertising because it gets people's attention and makes them feel emotions. It also increases the brand's recall value. Nowadays people see a lot of pictures and videos on media and other online platforms, so using Color Psychology Theories in the right way is crucial for people who make advertisements. Different colors means different things to people and that affects how they understand advertisements. For example the color red usually means something exciting is happening or that someone needs to act. The color blue means something that is trustworthy. Green means something fresh and good for the environment. In India colors are also connected to traditions and festivals. For instance, colors like saffron and yellow are important in culture. Advertisers use colors to make people feel something and make their brands stand out. Young people who are between 18 and 25 years old are a deal for advertisers because they use the internet a lot and go through a lot of advertisements. What they think about colors is shaped by what's popular on social media and by the way people live in cities. This study looks at how Color Psychology Theories in advertising affect what young people in Mumbai think and feel. It also looks at how Color Psychology Theories make them engage with advertisements.
Licence: creative commons attribution 4.0
Color Perception, Color Symbolism, Color Psychology, Advertising Trends in India, Youth Perception, Consumer Behavior, Brand Recall, Emotional Response, Mumbai Youth

