The Advertising world has become competitive and more complex; requiring advertisers, marketers and producers to use different modern communication techniques. The modern advertising techniques include online advertising, covert advertising, indirect advertising, social service advertising, celebrity advertising, in-store advertising, and digital out of home advertising. The purpose of this paper is to investigate the impact of Covert Marketing on Consumer Buying Behavior in the Context of Pakistan. Quantitative research method was used and data was collected through survey research method by using adapted questionnaire. A sample of 1000 valid questionnaires was collected from major cities of Pakistan. Results show that the instrument is reliable to measure the constructs. Correlation analysis shows a positive relationship between independent and dependent variable. Regression analysis showed that Covert Marketing Brand awareness and Brand recall are responsible for significant change in consumer buying behavior whereas Covert Marketing Brand recognition is not responsible for any significant change in Consumer Buying Behavior. Key Words: Covert Marketing, Brand Awareness, Brand Recognition, Brand Recall, Buying Behavior.