Media had to reach the target group of males, 18 to 34 years, SEC: C/D/E (lower social strata) involved in unprotected sex with multiple partners. This, in a media fragmented city of Mumbai. Inadequate information led to a dipstick suggesting focus on outdoor. Some key locations did not have billboards. Multiple outdoor options carefully selected included erecting billboards at these key locations. Media also suggested innovative ideas such as 'storytelling the TVC in the form of a comic strip in print', positioning advertisements ‘below masthead of newspaper' and vox pops of people's opinion on AIDS on TV culminating in a half-hour programme.