ZeroB, a water purification brand from Ion Exchange (India) Ltd. recently announced fitness icon, actor and endurance athlete Milind Soman as its Brand Ambassador. The collaboration marks a significant milestone in ZeroB’s journey to inspire healthier lifestyles by encouraging consumers to prioritise one of the most fundamental aspects of wellness—pure drinking water.
For over four decades, ZeroB has been at the forefront of delivering innovative water purification solutions that combine advanced technology with trusted performance. As consumers increasingly embrace preventive healthcare and holistic wellness, the brand’s association with Milind Soman underscores the importance of making conscious everyday choices that contribute to long-term health.
Recognised as one of India’s most influential advocates of fitness and mindful living, Soman the company says has consistently inspired millions through his disciplined lifestyle, endurance achievements and belief that good health is built through simple daily habits. His philosophy aligns seamlessly with ZeroB’s mission of ensuring every household has access to clean, safe and healthy drinking water.
Medianews4u.com caught up with Yogesh Bajpai, CEO ZeroB
Q. ZeroB is now focussing on wellness. What made you choose this moment to link pure drinking water so directly with preventive healthcare?
People are moving from reactive to preventive healthcare, building daily habits that protect long-term health. The major wellness priorities are focused on longevity, gut health, immunity, and beauty—all trace back to one factor: what we consume.
Water is the most overlooked part of that equation. Hydrolife addresses this at a molecular level, offering alkaline ionised water and hydrogen-rich water. Hydrogen water acts as a natural antioxidant, helping counter oxidative stress and support energy metabolism. We see drinking water not as a utility, but as a foundation of preventive health.
Q. The company says that consumers are making healthy living part of daily choices. How does having Milind Soman as ambassador help ZeroB speak to people who already care about fitness and mindful living?
Milind Soman is not a celebrity endorser in the traditional sense. He is a living embodiment of the discipline and authenticity that health-conscious consumers aspire to. He has spent decades showing India what it means to live clean, stay consistent, and never compromise.
When Milind says, “I don’t compromise on my well-being, and that’s why I trust ZeroB”, it resonates because his entire life is built around the choices he makes every day—what he eats, how he trains, and the water he drinks. For a man who has run 1,500 kilometers and completed Ironman triathlons, water quality is not an afterthought—it is a non-negotiable. This gives our message unmatched credibility with the fitness and mindful-living community.
Q.Why does Milind Soman fit ZeroB’s values?
The alignment is organic. Milind perfectly embodies the values of discipline, authenticity, and mindful living that define our brand. His philosophy—that good health is built through simple, daily habits—is exactly what ZeroB has stood for since 1986.
At ZeroB, we believe that good health begins with the basics, and clean water is the foundation on which everything else is built. Milind lives this truth every day. His credibility and commitment to holistic wellness make him not just an ambassador, but a natural extension of our brand story.
Q. The campaign will run across digital, social, print and retail. How will you measure if it actually gets families to think about water as a daily health habit, not just a product they buy?
We track purchase intent, repeat purchase rates, and upgrade cycles of ZeroB products. The ultimate KPI is lifestyle adoption when consumers view their ZeroB product not as an appliance, but as a daily health investment.
Q. Milind Soman is known for fitness and mindful living, not just celebrity. How will Zerob measure if his association shifts consumer behaviour toward drinking pure water, instead of just boosting brand visibility?
We are treating this as a behavioural science experiment, not just a brand campaign. Our measurement framework includes pre- and post-Campaign Surveys, adoption rate, direct Consumer Feedback through our sales & service network. These inputs will help us understand if people are genuinely treating ZeroB products as an a health tool.
Q. Healthy living is a crowded space with many brands making similar promises. What is the one proof point that ZeroB will show in the next 12 months to stakeholders that proves that this partnership delivers real health impact, not just marketing?
Beyond sales, we will present real-world impact stories—from schools that have seen improved student health after installing ZeroB systems or using ZeroB range of on the go purifiers, to families who have made the shift from “filtered water” to “wellness water.”
We will capture VOC’s on various online and offline platforms to understand the impact of our products so that it does not get restricted to marketing buzz.
Q. What role is AI playing in the company helping more households look for smarter home solutions and make better health choices?
AI will further strengthen our support & service excellence team to provide accurate and personalised recommendations. We are working on AI enables service 2.0 module which will improve the overall customer experience.
Q. What made Nepal the right first step for your first international expansion?
Nepal was a natural and strategic choice because of Geographic and Cultural Proximity, growing demand due to expanding industrial sector and increasing awareness.
Q. Clean water is a necessity, not a luxury. How are you planning to reach every corner of Nepal with that promise?
Our strategy is built on accessibility, affordability, and partnership. We are building a robust dealer and service network to ensure every customer, regardless of location, has access to installation, maintenance, and support.
Q. What role do sound and music play in marketing in helping a water brand connect emotionally?
Sound is an underestimated emotional bridge. For our #BharatKaPaani campaign, we created a stirring jingle that does more than carry a message—it becomes the message.
The creative brief was simple but profound: “How do we make the audience feel water?” The resulting melody was designed to evoke the emotional bond between India and its water—transcending family bonding of trust & care. It is not just a tune. It turns a functional product into an emotional and cultural statement.
Q. You offer home solutions and also commercial systems for hotels, offices and hospitals. Which of these two is growing faster for ZeroB right now and why?
While home water solutions remain the volume engine and brand anchor, commercial water is also growing at a fast pace. The two segments are synergistic—commercial credibility drives home trust, and home brand equity opens commercial doors.
Q. With expansion into Nepal and a national campaign in India, how do you balance local needs with one consistent brand message about purity and unity?
We balance local needs through customisation within a unifying framework. India’s water quality varies dramatically—from fluoride in Rajasthan to Iron in Eastern India and Nepal to industrial pollutants in urban centers.
Our region-specific purification & treatment technologies—includes advanced automatic filtration systems designed to address local water chemistry, not a one-size-fits-all approach.
Q. The company says that it is not just selling products, it is helping people live healthier lives. What partnerships and programmes are being built with schools, hospitals and with communities to deliver on that?
This is where our purpose becomes action. We are targetting schools with the range of OTG products like H2OHH purifier bottles, corporates with integrated water purifier coolers, entry level non-electric gravity based purification systems which can give community level solution for safe drinking water.
We’re not just providing products; we’re helping people live healthier, safer lives.
