The Indian Paper Manufacturers Association (IPMA), the apex and national industry body representing India's paper manufacturers, has retained Rite KnowledgeLabs as its digital and social media communications partner for the 3rd consecutive year for its flagship public awareness initiative, Paper Matters by IPMA.Launched in 2024, Paper Matters by IPMA was conceived as a citizen-centric social media and digital initiative to raise awareness of the role of paper in everyday life and encourage informed conversations about its use, highlighting its continued relevance in an increasingly digital era. Through its presence on LinkedIn, Instagram, YouTube, Facebook, and X, the program combines research-backed insights, evidence-based myth-busting content, educational videos, and community stories to engage audiences of all ages, especially younger Gen Z audiences. Commenting on the programme, Rohit Pandit, Secretary General, IPMA, said: "Since the past two years, we have been successful in creating positive, fact-based conversations about paper on behalf of the industry and addressing common myths through credible information. The programme has helped build awareness and encouraged constructive discussions about the role paper plays in our daily lives, from education and learning to packaging and communication.Our on-ground initiative, Paper Matters Travels, which has connected with NGOs, teachers, students from unaided schools, and specially-abled children has garnered an encouraging response. It reflects the paper industry's commitment to social responsibility and community engagement beyond business. We are happy with the outcomes and appreciate that a research-led, organically scaled public awareness programme has been able to generate meaningful engagement and awareness."A key highlight has been that over the last 12 months, the initiative has crossed one million YouTube video views and generated over 8,200 hours of viewing time through educational content, fact-based storytelling, videos, and digital outreach across multiple social media platforms. The programme has largely followed an organic, content-led approach, relying on research, insights, and sustained audience engagement rather than paid promotions, celebrity and influencer tie-ups to build awareness and credibility over time.Zahara Kanchwalla, Co-founder and CEO, Rite KnowledgeLabs, said: "We are grateful to IPMA for continuing to place its trust in us for this important public awareness initiative. Over the past two years, the programme has demonstrated that research-led content and authentic engagement can help create meaningful conversations around paper’s enduring role and its contribution to society. We look forward to supporting IPMA as it continues to build awareness, encourage informed dialogue, and take the Paper Matters initiative to a wider audience across India."