White Rivers Media has been appointed to lead the digital creative strategy for The Times of India’s Metro Supplements, including flagship titles Bombay Times, Delhi Times, and 41 other regional lifestyle editions.
The scope of the mandate includes strategic planning, content orchestration, and platform management across all major digital and social media channels.
Driving Cultural Relevance Through Digital Storytelling
Aabha Sachdev, Brand Head – The Times of India Metro Supplements, emphasized the significance of this collaboration:
“Bombay Times, Delhi Times, and our Metro Supplements are integral to the entertainment and lifestyle discourse across urban India.
With White Rivers Media on board, we aim to expand our cultural reach and connect with newer audiences. This partnership is in line with our goal of becoming a definitive voice for the urban diaspora.”
Crafting Authentic Digital Experiences
Mitesh Kothari, Co-founder and Chief Creative Officer at White Rivers Media, described the collaboration as a strategic opportunity to transform how these iconic publications engage online:
“This is more than a creative mandate-it’s about elevating digital engagement for one of India’s most recognized entertainment and lifestyle brands.
We’re focused on designing authentic digital experiences that resonate with both long-time readers and next-gen consumers, helping TOI Metro editions scale their cultural impact and drive the next wave of digital innovation.”
