Grameen Gyan Abhiyan (Rural Knowledge Network) is a multi-stakeholder alliance advocating the use of ICTs to empower rural communities through the establishment of rural knowledge centres. This case study illustrates planning, implementation and development of a mass movement-oriented advocacy campaign to bring ICT access to rural India. Building on an initiative of the M S Swaminathan Research Foundation (MSSRF) in South India in 1998 that tested the concept of Village Knowledge Centres, the project evolved into the campaign “Mission 2007: Every Village a Knowledge Centre” with the goal of extending the benefits of ICT access to 600,000 villages in India. The case study describes the evolution of the campaign from small beginnings into a mass movement that has influenced similar initiatives in Asia and Africa and has mobilised high-level support from public, private and civil society organisations.