India, 14th November 2025: Oneindia, India’s leading 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. This alliance brings together Oneindia’s vast digital reach and the state government’s bold environmental agenda to drive impactful change and a future of zero-waste living.
With its extensive reach across millions of daily active users on platforms such as Oneindia, DailyHunt, Filmibeat, and Josh, Oneindia group is set to play a pivotal role in amplifying the mission’s vision of a waste-free state. Oneindia will harness its digital ecosystem to go beyond just raising awareness; it will enable businesses, consumers, and government agencies to engage actively in the mission. The partnership will focus on brand-led campaigns, corporate partnerships, and public-facing content aimed at driving lifestyle changes such as waste segregation, plastic reduction, and the adoption of sustainable practices. By turning sustainability into a brand-building opportunity, this collaboration will invite businesses to integrate sustainability into their core messaging, while encouraging consumers to play an active role in shaping a zero-waste future.
From corporate waste management initiatives to localized sustainability programs, brands will have the chance to partner with the government in promoting environmental responsibility across Tamil Nadu. This move not only strengthens corporate social responsibility (CSR) initiatives but also creates opportunities for meaningful brand storytelling and authentic consumer engagement.
Launched on World Environment Day, June 5th, 2025, by Hon. Deputy Chief Minister Udayanidhi Stalin, the Thooimai Mission has already started to make waves across Tamil Nadu. Its initial phase saw widespread engagement, including the release of two high-impact digital films, “Idhu Kuppa Matter Illa!” and “Kottuna Valikuma”, featuring popular actor-comedian Yogi Babu. These films, which focus on simple yet powerful lifestyle changes like waste segregation, have already been featured extensively across Oneindia’s digital properties, engaging millions of citizens statewide.
The upcoming phases of this partnership will feature high-engagement podcasts, interactive brand placements, and a User-Generated Content (UGC) campaign, allowing consumers to share their own sustainability stories, participate in waste management challenges, and become digital advocates for change.
Speaking on the collaboration, Ravanan N, CEO, Oneindia, says, “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, Govt of Tamil Nadu, says, “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.”
