MAM
Oneindia bins the ordinary with Tamil Nadu’s zero-waste mission
MUMBAI: Talk about taking out the trash digitally. Oneindia, one of India’s largest multilingual digital news platforms, has joined forces with the Tamil Nadu Government’s Thooimai Mission, a state-wide push to make sustainability not just a slogan but a lifestyle. The collaboration aims to turn environmental responsibility into a movement that clicks, streams, and trends across Tamil Nadu.
With millions of daily users on Oneindia, Dailyhunt, Filmibeat, and Josh, the media group plans to leverage its vast digital ecosystem to champion a cleaner, greener state. But this isn’t just another awareness drive, it’s a behavioural reboot. The tie-up will blend brand-led campaigns, CSR partnerships, and public-facing content to promote waste segregation, plastic reduction, and sustainable living.
The idea is simple but ambitious: make sustainability the new marketing mantra. By giving brands a platform to weave environmental responsibility into their storytelling, the initiative turns CSR from a checkbox into a conversation. For consumers, it offers a chance to be part of something bigger, a digital movement towards zero-waste living.
The Thooimai Mission, launched on World Environment Day (June 5, 2025) by deputy chief minister Udhayanidhi Stalin, has already struck a chord. Its debut digital films “Idhu Kuppa Matter Illa!” and “Kottuna Valikuma” starring crowd-favourite Yogi Babu, blend humour with habit-changing messages. Both films have gone viral on Oneindia’s platforms, clocking millions of views and sparking conversations about how small lifestyle shifts can make a big environmental impact.
Now, the mission is kicking into an even higher gear. The upcoming phase will feature interactive podcasts, brand collaborations, and a user-generated content (UGC) drive, inviting citizens to share their own waste management hacks and eco-friendly success stories. Think sustainability, but make it social.
“Our collaboration with the Tamil Nadu Government under the Thooimai Mission reflects Oneindia’s deep commitment to driving purposeful change,” said Oneindia CEO Ravanan N. “As Tamil Nadu’s No.1 digital media portal, we believe impactful communication can inspire people, influence businesses, and ignite collective action.”
CTCL Thooimai Mission CEO Ganga Dileep echoed that sentiment: “This collaboration ensures awareness turns into action. Cleanliness and sustainability aren’t duties, they’re daily habits that shape our future.”
To drive home that message, the mission has launched a social media contest for college students, encouraging them to post 30-second reels on waste management using the hashtag #KVTMCTCL. The most creative entries will win cash prizes, adding a spark of fun to the serious business of sustainability.
Beyond contests and content, this partnership marks a cultural shift, one where “clicks” meet compost. It’s proof that when government and media join hands, even the dirtiest problem can find a clean solution.
As the campaign gathers steam, Oneindia’s digital clout and the state’s green grit could well make Tamil Nadu a model for people-powered sustainability where every share, like, and reel counts towards a cleaner tomorrow.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
