New Delhi: The Indian Paper Manufacturers Association (IPMA) has renewed Rite KnowledgeLabs’ mandate as the digital and social media communications partner for its flagship public awareness initiative, Paper Matters by IPMA, marking the third consecutive year of the partnership.
Launched in 2024, Paper Matters was conceived as a citizen-centric digital initiative aimed at raising awareness about the role of paper in everyday life and encouraging informed public conversations around its continued relevance in an increasingly digital world.
The programme uses platforms including LinkedIn, Instagram, YouTube, Facebook and X to disseminate research-backed insights, myth-busting content, educational videos and community stories designed to engage audiences across age groups, particularly Gen Z.
Commenting on the programme, Rohit Pandit, Secretary General, IPMA, said, “Since the past two years, we have been successful in creating positive, fact-based conversations about paper on behalf of the industry and address common myths through credible information. The programme has helped build awareness and encouraged constructive discussions about the role paper plays in our daily lives, from education and learning to packaging and communication.
Our on-ground initiative, Paper Matters Travels, which has connected with NGOs, teachers, students from unaided schools, and specially-abled children had garnered an encouraging response. It reflects the paper industry’s commitment to social responsibility and community engagement beyond business. We are happy with the outcomes and appreciate that a research-led, organically scaled public awareness programme has been able to generate meaningful engagement and awareness.”
Over the past 12 months, the initiative has crossed one million YouTube video views and generated more than 8,200 hours of viewing time through educational videos, fact-based storytelling and digital outreach. According to IPMA, the programme has largely relied on an organic, content-led strategy built around research and sustained audience engagement rather than paid promotions, celebrity endorsements or influencer collaborations.
As part of its outreach, the Paper Matters Travels programme has covered more than 4,000 kilometres across Gujarat, Maharashtra, Kerala and West Bengal, engaging with NGOs, teachers, students from unaided schools and specially-abled children. The initiative is now set to expand into North-East and Central India.
The programme has also incorporated AI-enabled storytelling, including the use of a human-like digital avatar to present paper-related facts and research in an engaging and accessible format. According to the association, the technology-driven approach has helped improve audience engagement, particularly among younger viewers.
Zahara Kanchwalla, Co-founder and CEO, Rite KnowledgeLabs, said, “We are grateful to IPMA for continuing to place its trust in us for this important public awareness initiative. Over the past two years, the programme has demonstrated that research-led content and authentic engagement can help create meaningful conversations around paper’s enduring role and its contribution to society. We look forward to supporting IPMA as it continues to build awareness, encourage informed dialogue, and take the Paper Matters initiative to a wider audience across India.”
