IPMA retains Rite KnowledgeLabs as digital comms partner for third consecutive year

The Indian Paper Manufacturers Association (IPMA) has renewed its partnership with Rite KnowledgeLabs for the third consecutive year, continuing the agency's mandate to lead digital and social media communications for its flagship public awareness initiative, Paper Matters by IPMA.

The renewal follows another year of strong digital engagement for the campaign, which has surpassed one million YouTube video views, generated over 8,200 hours of watch time and expanded its on-ground outreach across more than 4,000 kilometres.

Launched in 2024, Paper Matters by IPMA is a citizen-focused awareness initiative designed to promote informed conversations about the role of paper in everyday life and highlight its continued relevance in an increasingly digital world. The programme reaches audiences through LinkedIn, Instagram, YouTube, Facebook and X, using research-backed content, educational videos, myth-busting campaigns and community stories to engage consumers, particularly Gen Z audiences.

According to IPMA, the initiative has been built largely through an organic, research-led content strategy rather than paid promotions, influencer marketing or celebrity endorsements. It has also incorporated AI-powered educational content, including a human-like digital avatar, to simplify complex industry information and make it more accessible for online audiences.

Rohit Pandit, Secretary General of IPMA, said the campaign has helped create positive, fact-based conversations around paper while addressing common misconceptions through credible information.

"Over the past two years, we have been successful in creating positive, fact-based conversations about paper on behalf of the industry and addressing 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," he said.

Pandit added that the initiative's community outreach programme, Paper Matters Travels, has received encouraging responses from NGOs, teachers, students from unaided schools and specially-abled children, reflecting the industry's commitment to social responsibility 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," he said.

Over the past year, Paper Matters Travels has covered more than 4,000 kilometres across Gujarat, Maharashtra, Kerala and West Bengal. The initiative plans to expand its outreach into North-East and Central India in the coming year.

Commenting on the renewed partnership, Zahara Kanchwalla, Co-founder and CEO of Rite KnowledgeLabs, said the campaign has demonstrated the effectiveness of research-led storytelling in driving meaningful public engagement.

"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," she said.

With its combination of evidence-based communication, AI-enabled storytelling and grassroots outreach, Paper Matters by IPMA has emerged as one of the country's notable industry-led consumer awareness programmes, illustrating how organic digital engagement can support public education initiatives without relying on paid campaigns.