Mumbai: The Indian Paper Manufacturers Association (IPMA), the leading industry body representing India’s paper sector, has once again entrusted Rite KnowledgeLabs, a Mumbai-based ‘content-first’ digital agency, with its integrated social media campaign “Paper Matters by IPMA” for the second year in a row.
The campaign aims to strengthen awareness about the significance of paper in everyday life while fostering consumer connect through a dynamic ‘phygital’ approach. Building on last year’s success, the program will expand its scope by integrating social media engagement across LinkedIn, Instagram, YouTube, and Facebook with on-ground activations involving school children, teachers, and parents. Influencer videos, thought leadership content, and creative storytelling for younger audiences will also form a key part of the initiative.
“Paper Matters by IPMA is a platform aimed at building an emotional connection with paper across diverse audiences, especially the younger generation. We saw a positive response to the campaign in its first year,” said Rohit Pandit, Secretary General, IPMA. “As an industry body, our mission is to dispel myths about paper and position this platform as a trusted knowledge hub. We’re pleased to renew our partnership with Rite KnowledgeLabs for the second consecutive year. Their strengths in content thought leadership, research, video, and social media have helped us engage our audiences effectively. This year, we’ve refined the program to be more consumer-focused—with on-ground activations and educational video content to drive deeper awareness and impact.”
Zahara Kanchwalla, Co-founder & CEO of Rite KnowledgeLabs, added, “It is a responsibility and privilege to partner with IPMA. Continuing into the second year of the ‘Paper Matters by IPMA’ campaign reflects the growing relevance and impact of the initiative. Last year’s work focused on building momentum through social media. This year, we are expanding the focus to real-world engagement, with school children and the younger generation at the centre. The campaign’s growing influence, both in digital reach and emotional connection, reinforces the role of paper in the daily lives of people across communities, income levels, and age groups.”
The initiative comes at a time when India’s paper industry is witnessing premiumisation across packaging, tissue and hygiene products, books, and writing materials. The campaign will continue to highlight the sector’s sustainability efforts and its purpose-led contributions to society.
Rite KnowledgeLabs, which services a wide portfolio of MNC and domestic brands including Microsoft India, HDFC Bank, GE India, National Stock Exchange (NSE), and Orient Paper (CKA Birla Group), strengthens its position as a trusted partner in content-driven digital storytelling with this mandate.
