IPMA retains Rite KnowledgeLabs for its Social Media Mandate ‘Paper Matters’ for the third consecutive year
By Staff Writer in Media News on Monday, 06th July 2026 at 5:22pm
The Indian Paper Manufacturers Association (IPMA) has retained Rite KnowledgeLabs as its digital and social media communications partner for the third consecutive year for its flagship public awareness initiative, Paper Matters by IPMA. Launched in 2024, the initiative aims to promote informed conversations about the role of paper in everyday life through research- backed content, myth-busting posts, educational videos and community stories across LinkedIn, Instagram, YouTube, Facebook and X, with a special focus on engaging Gen Z audiences.
Over the past 12 months, the programme has crossed one million YouTube video views and generated more than 8,200 hours of watch time through its organic, content-led approach without relying on paid promotions, celebrities or influencer collab...
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