IPMA renews Rite KnowledgeLabs mandate for Paper Matters campaign

The Indian Paper Manufacturers Association (IPMA) has extended its partnership with Mumbai-based digital agency Rite KnowledgeLabs for the second phase of Paper Matters by IPMA. The campaign, launched last year, is designed to build awareness and emotional connection with paper, particularly among younger audiences.

In its debut year, Paper Matters established a social media presence across LinkedIn, Instagram, YouTube, and Facebook through thought leadership posts and creative videos. The renewed mandate will see the initiative expand into a phygital format, combining digital outreach with on-ground engagement through schools, influencers, and user-generated content.

“Paper Matters by IPMA is about building an emotional connection with paper across diverse audiences,” said Rohit Pandit, secretary general, IPMA. “Our focus this year is more consumer-centric, combining social media with real-world activities to dispel myths about paper and highlight its sustainability.”

Echoing this, Zahara Kanchwalla, co-founder & CEO, Rite KnowledgeLabs, said, “The initiative has grown in both digital reach and emotional impact. Year two is about taking this further by putting schoolchildren and youth at the centre of the campaign.”

By highlighting paper’s sustainable contribution, Paper Matters seeks to reinforce the industry’s purpose-driven role in a digital-first age.

Rite KnowledgeLabs works with a mix of multinational and domestic clients, including Microsoft India, HDFC Bank, GE India, NSE, Orient Paper (CK Birla Group), Barclays (CSR), and Symphony.