This study explores what Millennial (Generation Y) Muslims in Egypt perceive as offensive in offensive advertising and the reasons behind their offence. It aims to define religiosity from their point of view and to investigate if it has an effect on their attitudes and purchase intentions/behaviours. Therefore, the study raised enquiries about key concepts such as the definition of offensive advertising, attitudes towards offensive advertising, religiosity and behaviours of Millennial Muslims

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... Egypt. The researcher explores the Millennial Muslims perceptions and attitudes towards offence, offensive advertising and religiosity through focus group discussions, oneto- one interviews and solicited diaries. The research design used in the study is an interpretivistic philosophy with an exploratory purpose, inductive approach and grounded theory strategy. The study revealed in-depth data concerning the Shababs' profiles, characteristics, personalities, views on religion and religiosity and their attitudes towards offensive advertising. The research established that religiosity has no effect on the perceptions or behaviours of the Millennial Muslims in Egypt since parental influence has the greater effect even on their religiosity, which yielded two new behavioural models pertinent to the Millennial Muslims in Egypt. The Millennial Muslims in Egypt face depression caused by an identity crisis and an inferiority complex. This depression created a new behaviour in the Millennial Muslims in Egypt where offensive ads annoy/upset them but do not reach the severity of offending them. Consequently, a new list of offensive advertising themes/executions was created based on the Millennial Muslims perceptions of provocative ads. Finally, practical implications were given with ideas for future researchers.