The aim of this Bachelor thesis is to find keys to successful advocacy in a rural, Indian setting. The study is based on inductive, explorative research at a grassroots level, from a bottom-up perspective. Geographically, it takes place in the East Godavari District, in the state of Andhra Pradesh. At the centre of this study is the NGO:s Sujana and the Kadali Network, who are both advocating the rights of poor, marginalised and deprived people, as well as training people to carry out advocacy themselves. The theoretical framework for this thesis originates from theories within development communication, advocacy and Participatory Rural Appraisal. The research was carried out by making 16 individual interviews and 3 focus group interviews.  Findings from the interviews have been categorised into themes and analysed through meaning condensation. The result of this study shows that there are multiple ways in which grassroots movements in East Godavari conduct advocacy. The analysis states that advocacy can be successful in a short to medium time span; the most prominent keys to success being: having a driving spirit, being creative, developing networks and being knowledgeable about laws and rights. In a longer time span though, the advocacy and struggle for change is hampered by lack of, or conflicting, political interest from the local government and by conflicting economical interests from companies.