Abstract: This study investigates how short-form video advertisements on TikTok influence purchase intention among Indian millennials, emphasizing the role of trust. With TikTok Shop growing rapidly yet facing trust challenges around product quality and data security (The Wall Street Journal), understanding the dynamics of video advertising in this context is critical. A quantitative survey (N ≈ 400) measured trust perception, advertisement appeal, and purchase intention. Structural Equation Modeling (SEM) revealed that ad appeal positively influences purchase intention (β = 0.45, p < .001), with trust significantly mediating the relationship (indirect effect β = 0.18, p < .01). The findings suggest marketers should prioritize building trust—through transparent messaging, authenticity, and clear product information—to convert engagement into sales effectively. This contributes to advertising management theory and provides practical recommendations for brands leveraging short-form video commerce platforms. Future research could extend to cross-platform comparisons and explore long-term effects of trust-building strategies.