The collaboration aims to merge digital influence with grassroots action, promoting sustainable branding, waste segregation, and zero-waste living across Tamil Nadu

Oneindia has entered a strategic partnership with the Tamil Nadu Government’s Thooimai Mission, an initiative aimed at strengthening sustainability and waste management across the state as per a press release. The collaboration combines Oneindia’s large digital reach with the government’s on-ground efforts to promote a zero-waste culture.

The network will run brand-led campaigns, podcasts, and user-driven content to encourage waste segregation, plastic reduction, and sustainable consumption practices.

The initiative also seeks to involve businesses by integrating sustainability into brand communication and corporate social responsibility (CSR) activities. The aim is to create a shared platform where companies and citizens jointly support Tamil Nadu’s clean transition.

Introduced on World Environment Day 2025 by Deputy Chief Minister Udayanidhi Stalin, the Thooimai Mission has drawn wide public participation. Its digital awareness films  Idhu Kuppa Matter Illa! and Kottuna Valikuma featuring actor Yogi Babu, have been viewed extensively across Oneindia’s platforms.

The next phase of the partnership will include brand collaborations, podcasts, and a social media campaign inviting college students to post 30-second reels on waste management using the hashtag #KVTMCTCL. Selected entries will receive cash awards.

Ravanan N, CEO of Oneindia, said the partnership reflects the organisation’s commitment to using digital communication for public good.