Tuberculosis control programs have recognized and addressed those system components in which knowledge and behavior of the patient and the general population are key issues because they have a profound influence on the treatment-seeking behavior and completion of course of treatment. As a part of the Revised National Tuberculosis Control Program, the ongoing information, education, and communication (IEC) efforts in Delhi were further intensified in the form of a multipronged media campaign. The objectives of this study are to evaluate (a) the impact of the campaign on awareness generation among the target audiences, (b) their opinion for making the campaign more effective and suited to their needs, and (c) perceptions of health personnel regarding the campaign. The study follows a descriptive cross-sectional design. The following qualitative methods were used: (a) focus group discussions of patients and the general population, (b) 3 key informant interviews of the health care personnel and a defaulter patient, and (c) in-depth interviews of 20 DOTS (directly observed treatment, short course) providers. The study observed that (a) different sociocultural segments of the population varied in terms of their observations of IEC messages, (b) stigma associated with tuberculosis is widely prevalent despite having a campaign, and ( c) television was voted as the most effective IEC medium. IEC strategies should be tailor-made and suited to the needs of a particular subpopulation.