Raising Awareness and Consumer Connect for Paper through a Dynamic ‘Phygital’ Campaign
The Indian Paper Manufacturers Association (IPMA), the foremost industry voice for the paper sector in India, has retained Rite KnowledgeLabs, a Mumbai-based ‘content-first’ digital agency, for its first integrated social media campaign for the second consecutive year. The digital campaign, titled “Paper Matters by IPMA,” aims to continue raising awareness about the significance of paper in our daily lives with a focus on ground events.
The second year of the campaign will employ a ‘phygital’ approach, incorporating social media platforms such as LinkedIn, Instagram, YouTube, Facebook, and UGC, as well as influencer videos, and on-ground events involving school children, teachers, and parents. The program will continue to raise awareness and ‘love for paper’ through thought leadership content presented through interesting, creative videos for a younger audience. This approach aims to convey important messages in a memorable and impactful manner.
“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, said, “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 Indian paper industry is experiencing premiumization across various consumer segments, particularly in packaging, tissue and hygiene products, books, and writing materials. This initiative will continue to showcase the paper industry’s sustainable contribution and purpose-led impact through this campaign.
Rite KnowledgeLabs today services a portfolio of brands, both MNC and domestic organizations. The clientele includes Microsoft India, AM International Singapore, HDFC Bank, HDFC Mutual Fund, GE in India, GE Aerospace, Credera (an Omnicom Company), Orient Paper – CKA Birla Group, Goldberry Wealth – Franklin Templeton DAS GmbH Germany, National Stock Exchange (NSE), Barclays Bank (CSR), dsm-firmenich, Green Brilliance Solar USA, Symphony Air-Coolers, Capital India, and reputed agritech start-up Staragri, among others.
