This study points the function of employee advocacy in building brand loyalty within the retail banking sector of Hyderabad. Employee advocacy, where employees promote their organization’s brand to peripheral stakeholders, is increasingly recognised as a prevailing tool for attractive customer trust and nurturing loyalty. The research examines the mediating effects of brand relationship quality as well as brand trust in this process. A sample of 150 retail banking customers and employees was surveyed, and regression analysis was used to test the hypothesized relationships. The findings reveal that employee advocacy positively influences brand loyalty, with brand relationship quality as well as brand trust playing significant mediating roles. The study underscores the importance of fostering employee engagement and aligning employee advocacy with organizational values to build strong, lasting customer relationships. The findings chip in to the mounting body of literature on employee behaviour and brand loyalty, particularly in the banking sector, offering practical implications for banks aiming to leverage their employees as brand ambassadors.