In this paper, a novel, adaptive and robust visible watermarking for digital images is proposed. The watermark embedding procedure is carried out in wavelet domain. In order to calculate adaptive scaling factor, the centralized moments and Zernike moments are derived from the low frequency band of the wavelet decomposed cover image. The watermark is inserted by modifying the low frequency components of wavelet decomposed cover image. The experimental results show that the inserted watermark is clearly visible without distorting the underlying cover image. The visibly watermarked image is subjected to many attacks to show the robustness of the proposed method. © Research India Publications.