Chennai:
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 Tamil Nadu a frontrunner in sustainability and waste management. The mission is poised to spark a nationwide movement for 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. By educating citizens and driving lifestyle changes, the collaboration will focus on critical issues like waste segregation, plastic reduction, and the promotion of sustainable practices in households and communities.
This partnership is not just about spreading awareness – it’s about mobilizing action. Oneindia will use its digital ecosystem to engage citizens in meaningful conversations, spark public participation, and rally corporate India to actively contribute to the mission. From corporate-led waste management drives to city-specific sustainability initiatives, businesses will have the opportunity to partner with the government in transforming Tamil Nadu into a model state for environmental responsibility.
The Thooimai mission was officially launched on 5 June 2025 (World Environment Day) by Hon. Deputy Chief Minister Udayanidhi Stalin. The first phase of the mission saw an impressive collection drive across 85,000 government offices, alongside the release of two engaging digital films — “Idhu Kuppa Matter Illa!” and “Kottuna Valikuma”, starring 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, Dailyhunt, and Filmibeat, engaging millions of citizens statewide.
Looking ahead, the next phase of the collaboration will feature several impactful initiatives. Oneindia will roll out a series of high-impact podcasts featuring thought leaders, mission architects, and sustainability innovators, offering audiences an in-depth look at the strategies and long-term goals of the Thooimai Mission. In addition, high-engagement, interactive placements across the Oneindia platform will engage users in meaningful ways, driving a sense of community ownership over the mission. A User Generated Content led campaign will empower everyday citizens to share their own waste management stories and normalize responsible waste management behaviors. Further, communication updates on pilot projects will keep citizens informed about the mission’s progress on the ground.
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.”
Together, Oneindia and the Thooimai Mission are creating a future where every piece of waste is an opportunity for a cleaner, greener world. This is just the beginning of a revolutionary movement to protect the environment and build a zero-waste India for generations to come.
