This study reveals the impact of different amount of Ag photo-deposited on the surface of TiO2 for improved oxidation of p-nitrobenzaldehyde (p-NBAL) and reduction of p-nitrobenzoic acid (p-NBA) under UV or sunlight irradiation. Due to formation of Ag (1-3 wt%) nanodeposits over TiO2, the hydrodynamic size of Ag-TiO2 composite is increased by 1.5, 1.8 and 2.7 times relative to bare P25-TiO2 (similar to 252 nm). The intensity of optical/surface absorption (463 nm) band and emission of various Ag-TiO2 hybrid composites varied significantly as function of the amount of Ag loadings. TEM analysis of 2 wt% Ag loaded TiO2 further evidenced the growth of Ag nanoparticles (similar to 10 nm) on the support. It was found that the oxidation of p-NBAL and reduction of p-NBA by 2 wt% Ag-TiO2 under sunlight irradiation occurred quite efficiently whereas bare TiO2 showed negligible activity under same reaction conditions. The plasmonic interactions within Ag and TiO2 enhanced visible light sensitivity which was evident from higher reduction efficiency (2.2 times) of p-NBA under solar light than UV exposure. Thus, different amount of Ag co-catalyst and irradiation source have influenced both the activity and selectivity for oxidation and reduction reactions.