ADVERTISING STRATEGY OF KITPLY

Kitply was the first branded plywood to introduce brand communication strategies in its product segment. Before Kitply entered the market, plywood was marketed and sold almost entirely as a commodity.
Kitply changed the dull marketing practices and established new rules through its breakthrough advertising. The communication focussed on Kitply’s unique qualities of being 'boiling waterproof' and this positioning was used in its advertising in films, print, outdoor as well as point of sale promotion. The campaign achieved very high recall and firmly established Kitply as a branded household consumer item.

Just like many other leading brands, Kitply has also successfully used cricket in its communication to grab the attention of customers. This strategy was almost inconceivable for wood product manufacturers before Kitply. The brand's connection with cricket through the Kitply Super Sixes campaign for successive international tournaments has created top-of-mind recall among viewers. The association with cricket heroes, like Sachin Tendulkar, who received Kitply cheques at the end of cricket matches created tremendous franchise for the Kitply brand.