Surface enhanced Raman scattering studies are carried out for 1,4-diaminoanthraquinone dye [1,4-DAAQ] in Ag colloid in order to understand the enhancement effect and the nature of interaction between the dye molecule and Ag surface. Detailed analysis of the enhanced vibrational bands in the SERS spectrum shows that the 1,4-DAAQ molecule is not adsorbed through its coordinating sites, because of intramolecular hydrogen bond formation. The 1,4-DAAQ molecule is seen having 'flat on' orientation. Laser induced fluorescence measurements in different solvents and in different pH confirm the intramolecular hydrogen bond formation.