The media team challenged the client's brief that their prime prospect for Hugo Boss FF was the emancipated westernized elite Indian female. Self-funded research revealed that these consumers were typically buying their international fragrances abroad whilst on their frequent trips. The real target was redefined to be the rich but conservative spouses within the traditional Indian household, especially amongst the rich ethnic trading communities. This group demonstrated a deep passion for expensive Western brands, and their wealthy Indian husbands were not beyond providing the disposal cash. Having redefined the target, the media team had to seek a better alternative to reach the real consumer vs the traditional way of using print.