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Radio is an age-old medium of entertainment and advertising. The first radio advertisement was done by the American Telecommunications expert AT&T in 1922. Though Radio lacks the visual aspects of an advertisement, it is still a strong contender for advertising and promotional purposes. It is a perfect medium for regional advertising. The local saloons, real estate firms, bakeries, and even smaller establishments whose scope of customer coverage does not go beyond the city or town find radio as an excellent platform to advertise their brand, products, or services. The cost efficiency coupled with the pinpointed approach for their target audience is what makes the radio a go-to platform for local marketers. As radio comes as a basic product offering in automobiles and phones, the exposure to radio is more among the people who use cars for transit. Now the audio-only function in radio is certainly a challenge for marketers to impress the audience. As clutter is a common phenomenon associated with radio advertising, it becomes more challenging for advertisers to ensure attention, absorption, interpretation, and memorization of the brand name among the listeners. Hence, marketers have found newer ways of appealing to the listeners. The advancement of technology and creativity has paved the way for new strategies to attract the audience, carry the message, and influence them in their consumer behaviour.