Rio s slums, also known as favelas, have been going through several changes due to a rising working class. Rocinha, one of Brazil s largest slums, has a large number of entrepreneurs who are facing an extremely crowded market place. Small, medium and large local businesses are increasing competition among each other by creating added value to their customers through the use of advertising and popular media platforms. Everyday, thousands of residents are exposed to this saturated market through pamphlets, billboards, sound cars, community radio stations, tracks, painted walls, social media, and many other sources of advertising.