It has always been thought that radio is a mass localised reach medium. However, it has never been used that way. BJP in particular used the medium to its fullest. Let’s take the example of UP, which was divided into five parts, i.e. Western UP/Braj ,Bundelkhand, Rohilkhand, Awadh and Bhojpuri on the basis of the dialects used in the respective areas. Different communications were created, keeping in mind, the issues of each region in their own dialect.