Campaign India Team
Jun 12, 2008

Kitply reinvents itself

Kitply, the well known Indian plywood brand, which seemed to have kept a low profile for the last few years, is making up for lost time. The brand has recently launched a marketing campaign that will look at building on the brand recall it enjoys among consumers.

Kitply reinvents itself

Kitply, the well known Indian plywood brand, which seemed to have kept a low profile for the last few years, is making up for lost time. The brand has recently launched a marketing campaign that will look at building on the brand recall it enjoys among consumers.

Kitply enlisted  Law & Kenneth as its creative agency between late March and April and has since launched a brand repositioning campaign, which includes a change in logo as well as a television campaign that is scheduled to break this Sunday. The campaign has also included a print campaign. The Monday edition of The Times Of India carried Kitply’s new logo right below the paper’s masthead, signaling the change in their positioning.   

Anil S Nair, co- founder and president, Law & Kenneth said, “Kitply had great brand recall but was getting a little jaded. The business went through challenging times, there were production issues. Now with the business being back on track, they have aggressive plans of making inroads in the market.’
Nair explains that the new logo represents solidity, leadership and environment friendliness. The brand's new baseline is Ply Mane Kitply, which attempts to position the brand as the unquestioned leader in the category.  

Kitply decided to sponsor the ongoing Trination cricket series being held in Bangladesh as a part of their marketing campaign, with the series being called The Kitply Cup.   

 

Source:
Campaign India