afaqs!

Kitply is back for a second innings

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | June 11, 2008
After a hiatus of four years, the plywood brand is back as the title sponsor of the ongoing cricket series in Bangladesh. Its ad spend is estimated to be upwards of Rs 20 crore

Plywood brand & #BANNER1 & #Kitply has bounced back with a bang as the title sponsor of the ongoing Trination cricket series being played in Bangladesh. The tournament is called the Kitply Cup and it may soon become a regular feature in cricket.

About a couple of months ago, Kitply was on the hunt for a new agency that would help it regain its lost glory. A sort of relaunch was planned and, though no formal pitch was called, Kitply scrutinised some agencies and finally appointed Law & Kenneth as its creative partner. Industry sources peg that this year the spends on Kitply will be around Rs 20 crore.

The last Kitply ad was released about four years ago and it emphasised Kitply's various qualities, including the fact that it was termite free. Other communication was carried out at the distributor and supplier levels. Kitply's last agency was O&M Kolkata.

Kitply was the market leader in the category at the time. It owned forests from which it derived all its products before certain forest laws made matters difficult. The brand took a slight beating and went out of the limelight for a long time, though it remained active within the plywood and wood products supplier chain. "Now since the air around those laws has been cleared, Kitply is back in business," says Gaurav Goenka, executive director, Kitply.

Now, with a new logo that stands for modernity, leadership and environment friendliness, Kitply is ready to roll. The tree in its logo is symbolic of the origin of its plywood.

A TV commercial will be released soon. "It's not a product attribute kind of ad, but a humorous and punchy one," says Anil Nair, president, Law & Kenneth. The new baseline is 'Ply Mane Kitply' (ply, meaning Kitply). "The idea being conveyed is that there is nothing beyond Kitply," says Nair.

Permanent signage and visible signage in wholesale markets, continuous but small print activity in interior design magazines and banners will be some of the features of the media mix.