Rite KnowledgeLabs bags IPMA's social media mandate

Delhi: The Indian Paper Manufacturers Association (IPMA) has awarded its first integrated social media initiative to Rite KnowledgeLabs, a Mumbai based independent digital agency. The digital campaign, titled "Paper Matters by IPMA," aims to raise awareness about the significance of paper in our daily lives.

The campaign will span five social media platforms – LinkedIn, Instagram, YouTube, Facebook and X. 

"Paper Matters by IPMA is a unique initiative designed to build an emotional connection with paper among various audiences, especially the younger generation," said Rohit Pandit, Secretary General, IPMA. "As a responsible industry body, we aim to dispel myths surrounding paper and establish this platform as a knowledge repository. After a multi-agency pitch, we are happy to appoint Rite Knowledge Labs, whose blend of content thought-leadership, research, video and social media marketing will help us reach our audience effectively."

Zahara Kanchwalla, Co-founder and CEO of Rite KnowledgeLabs, said, "Partnering with IPMA to promote awareness and love for paper is both an honour and a responsibility. Our integrated campaign will feature research-based thought leadership content and easily consumable social-media marketing posts, including videos, films, and motion graphics. This strategy will effectively deliver key messages to target audiences with long-term recall and authenticity. We are excited about this project, and our initial work, including launching the “Paper Matters by IPMA” logo and social media handles, has already garnered significant traction and industry buzz.”