Advertising is a major element in the promotional mix that plays a crucial role in both brand development and success. Advertising messages reach end customers through multiple mediums like television, radio, digital media, outdoor display advertising (OOH), and print publications. The selection of an optimal media mix serves as one of the critical aspects. This research addresses the issue of the absence of a structured methodology for media mix selection in the advertising industry, which generally leads to inefficient media planning. Applying the Multi-Criteria Decision Analysis (MCDA) technique, Fuzzy Analytic Hierarchy Process, the study evaluates five qualitative criteria to determine the optimal media mix. By using a real-world relaunch campaign, “My Zesta Story” from the Sri Lankan tea brand “Zesta”, the study provides a campaign-specific framework for media mix optimization. The analysis reveals that learning effectiveness is the most influencing criterion in media selection, and overall, in terms of performance, digital media and TV are the best performers. Digital is slightly leading due to its affordability, learning effectiveness, and campaign fit. TV outperforms on communication fit and competitiveness.