The Indian Paper Manufacturers Association (IPMA) awarded its first social media initiative to Mumbai’s Rite KnowledgeLabs. The “Paper Matters by IPMA” digital campaign aims to highlight paper’s importance in everyday life.
In today’s digital age, promoting paper appreciation is crucial. The campaign will run across five social media platforms, combining insightful content with engaging research. This strategy aims to communicate key messages effectively and memorably, steering clear of frivolity.
Rohit Pandit, Secretary General, IPMA said, “Paper Matters by IPMA is a unique initiative designed to build an emotional connection with paper among various audiences, especially the younger generation. As a responsible industry body, we aim to dispel myths surrounding paper and establish this platform as a knowledge repository. After a multi-agency pitch, we are happyto appoint Rite Knowledge Labs, whose blend of content thought-leadership, research, video and social media marketing will help us reach our audience effectively.”
Zahara Kanchwalla, Co-founder & CEO of Rite KnowledgeLabs, said, “Partnering with IPMA to promote awareness and love for paper is both an honour and a responsibility. Our integrated campaign will feature research-based thought leadership content and easily consumable social-media marketing posts, including videos, films, and motion graphics. This strategy will effectively deliver key messages to target audiences with long-term recall and authenticity. We are excited about this project, and our initial work, including launching the “Paper Matters by IPMA” logo and social media handles, has already garnered significant traction and industry buzz.”
The Indian paper industry is growing due to domestic demand and premiumization in packaging, tissues, books, and writing materials. Rite Knowledge Labs aims to enhance the industry’s impact through its esteemed clients in this campaign.
Rite KnowledgeLabs currently manages a diverse brand portfolio, serving clients like Microsoft India, HDFC Bank, GE, National Stock Exchange, Barclays Bank, and more in both retainer and project roles.
