This radio spot was aimed at the Hindi speaking audience of Nagpur, Maharashtra, India and hence the accent spoken here is Marathi accent. As the mother tongue of India is Hindi, and it has various dialects, the accent differs from state to state. To bring out the flavour of that region we specially got voice over artists of that particular region to lend their voices.

Using the mason's tool- the thaapi (Trowels), we drove home the point of 'fast setting' to the consumer. Several thaapi's were glued on to walls in various locations - retail shops, malls, boundary walls, depicting the super fast setting time which Reliance Cement has. On the thaapi, there was a tag attached with the line 'Fast setting time. Reliance Cement'.The real looking "thaapis' were specially made out of very light fiber material so that it could be stuck on the wall using double sided tapes