Developing countries are characterised by an under informed public and low understanding of action-outcome relationships. As a result the society as a whole ends up sub optimising its welfare. In such an environment marketing of specific products/services takes on a special significance, i.e., it needs to have a developmental content. In the case of products with a legal content and of a quasi social nature, such as insurance, changing the existing 'mindset' of the target consumer may require unconventional organisational responses. The following case and notes attempt to illustrate on such instance in the Indian environment.