Richardson Hindustan Limited is a pharmaceutical company whose advertising expenditure has been increasing along with increasing sales. This case illustrates the scope for expansion of marketing in the rural areas arising from the vast market potential which is consistently developing in these areas. The type of advertising plan required for popularizing OTC (over-e-counter) products like Vicks Vaporub is the major focus of the case. The related aspects such as diffusion of communication and distribution framework also figures prominently.