Center for Adsorption and Reaction Engineering on Surface (CARES), Department of Chemistry, Sidho-Kanho-Birsha University, Purulia-723 104, West Bengal, India E-mail: nagendranath_mahata.chem@skbu.ac.in Manuscript received online 04 December 2020, accepted 24 December 2020 Pt catalysts, supported on mesoporous carbon xerogel and promoted by Co and Zn, were prepared following impregnation method. The catalysts were assessed in liquid phase hydrogenation of cinnamaldehyde. Characterisation of the catalysts was done by elemental analysis, N2 adsorption, H2 pulse chemisorptions and X-ray photoelectron spectroscopy. The promoters, Co and Zn, were found to improve the cinnamaldehyde hydrogenation activity of Pt remarkably. The promoters also greatly increased cinnamyl alcohol selectivity. When both the promoters were applied together a further augmentation of cinnamyl alcohol selectivity was observed. XPS analysis revealed electron transfer from the promoters to Pt.