Project Background
IPMA is India’s leading industry body representing paper manufacturers. Its traditional social media focus has been policy advocacy and government engagement—particularly around tariff barriers. However, this narrative often led to negative sentiment and trolling, especially around educational or awareness-driven posts.
The paper industry was facing increasing pressure from three directions:
- Market Pressure: Import dumping from ASEAN nations created unfair competition.
- Public Perception: Criticism from global NGOs and other packaging industries (plastic, steel) painted paper as a contributor to deforestation.
- Demand Shift: Rising digitization, especially in education, led to a decline in paper use.
"Paper Matters by IPMA is a unique initiative designed to build an emotional connection with paper among various audiences, especially the younger generation. 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."
Highlights
- 170K+ views and engagements organically within the first 100 days
- Creation of a neutral, emotionally resonant brand – Paper Matters by IPMA
- Widespread internal advocacy from paper manufacturers and sales teams
- Tangible impact in changing narrative around sustainability in the paper industry
- Appointment won through a multi-agency pitch
The Challenge
- The perception of the Indian paper industry was skewed toward outdated narratives of deforestation and ecological harm.
- Despite industry-wide sustainable practices like agroforestry and zero deforestation of natural forests, the general public and policymakers were unaware.
- The existing IPMA handle was not seen as the right vehicle to emotionally engage or educate broader audiences, especially younger, digital-first consumers.
The Solution
Rite KnowledgeLabs launched Paper Matters by IPMA, a separate platform with a clear mandate:
- Educate the public on the industry’s sustainability best practices
- Bust myths around paper’s environmental impact
- Reignite emotional connection to paper, particularly among the youth
A mix of content formats was deployed:
- Short YouTube-style videos with facts and figures
- “Did You Know?” reels led by influencers
- A quarterly “phygital” event series blending offline and digital storytelling
- A dedicated microsite www.papermatters.org to serve as a knowledge hub
The campaign was designed for organic growth—no paid marketing—emphasizing credibility and trust.
Outcome
- Strong engagement from policymakers and industry stakeholders
- Increased pride among professionals; many began sharing campaign content during outreach
- Influencer and fact-based content widely circulated across platforms
- Paper repositioned as a sustainable, emotionally valuable medium rather than a fading commodity
- IPMA’s first integrated social media mandate became a model for digital advocacy in conservative sectors
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