Basing mainly on author's direct involvement in some science communication efforts in India, and other reports, this contribution depicts and analyses the present science communication/ popularization scenario in India. It tries to dispel a myth that rural people don't require or don’t crave for S&T information. It discusses need for science and technology communication, sustaining curiosity and creating role models. Citing cases of some natural, 'unnatural' and organized events, it recounts how S&T popularization efforts have fared during the past decade and a half. It's made possible using print, AV and interactive media which, at times, require lot of financial inputs. However, this contribution shows that a number of natural and other phenomena can be used to convince people about power of S&T and in molding their attitude. The cases cited may be from India, but, with a little variation, are true for most of the developing and under- developed societies.