This case deals with the promotion of artificial insemination programme by a developmental agency. Results of a survey, which investigated the motivation for and barriers against the widespread use of artificial insemination, are presented. Based on the survey findings, a communications strategy for popularizing the programme has been suggested. Students are required to evaluate the recommendations and suggest a plan of action that, according to them, would achieve a greater penetration of the programme. The students are also required to examine the relative role of field staff, delivery system and impersonal communication channels in the successful marketing of the programme.