Mumbai: Oneindia, a multilingual digital news and content platform, has announced a strategic collaboration with the Tamil Nadu Government’s Thooimai Mission, a bold initiative aimed at making the state a frontrunner in sustainability and waste management. The alliance combines Oneindia’s expansive digital footprint with the state government’s progressive environmental vision to drive impactful change and advance a future of zero-waste living.
With millions of daily active users across platforms such as Oneindia, DailyHunt, Filmibeat, and Josh, the Oneindia Group will play a pivotal role in amplifying the Thooimai Mission’s message of a waste-free Tamil Nadu. Leveraging its extensive digital ecosystem, Oneindia will go beyond awareness-building to enable businesses, consumers, and government bodies to engage actively with the mission.
The partnership will focus on brand-led campaigns, corporate collaborations, and public-facing digital initiatives designed to inspire lifestyle changes such as waste segregation, plastic reduction, and the adoption of sustainable practices. By turning sustainability into a brand-building opportunity, the collaboration will invite businesses to integrate environmental responsibility into their core communication while encouraging consumers to embrace and champion a zero-waste lifestyle.
From corporate waste management programs to localized community initiatives, brands will have the opportunity to collaborate with the Tamil Nadu Government in promoting environmental accountability. This approach not only reinforces corporate social responsibility (CSR) agendas but also opens new avenues for authentic brand storytelling and meaningful consumer engagement.
Launched on World Environment Day, June 5, 2025, by Hon. Deputy Chief Minister Udayanidhi Stalin, the Thooimai Mission has already made significant strides in building environmental consciousness across the state. Its initial phase featured two high-impact digital films — “Idhu Kuppa Matter Illa!” and “Kottuna Valikuma” — starring popular actor-comedian Yogi Babu. Focused on simple yet powerful behavioral changes like waste segregation, these films have been showcased extensively across Oneindia’s platforms, reaching and inspiring millions across Tamil Nadu.
The next phase of the collaboration will include high-engagement podcasts, interactive brand placements, and a user-generated content (UGC) campaign, encouraging citizens to share their sustainability stories, participate in waste management challenges, and become digital advocates for change.
Speaking on the collaboration, Ravanan N, CEO, Oneindia, said, “Our collaboration with the Tamil Nadu Government under the Thooimai Mission reflects OneIndia’s deep commitment to driving purposeful change. As Tamil Nadu’s No.1 digital media portal, we believe that impactful communication has the power to inspire people, influence businesses, and ignite collective action together. We aim to make sustainability a way of life across the state.”
Ganga Dileep, CEO, CTCL, Thooimai Mission, Government of Tamil Nadu, added, “This collaboration is significant in taking our message of cleanliness and sustainability to every citizen. By combining the state’s strong on-ground initiatives with Oneindia’s digital reach, we are ensuring that awareness turns into action. We want people across Tamil Nadu to see that waste segregation and responsible disposal are not just duties, but everyday habits that define a better future.
To make this movement even more engaging, we’ve launched a social media contest where college students can share 30-second reels showcasing their contributions or creative messages on waste management, using the hashtag #KVTMCTCL. The best entries will receive cash prizes. Through this collaboration, we are creating a people-driven movement that is informative, participatory, and inspiring — a true example of how government and media can come together for a cleaner Tamil Nadu.”
