Mumbai: ZeroB, the water purification brand from Ion Exchange (India) Ltd., has appointed fitness icon, actor and endurance athlete Milind Soman as its brand ambassador, reinforcing its focus on promoting wellness by encouraging consumers to make safe and pure drinking water a part of their everyday lives.
The partnership marks a strategic milestone for the brand as it looks to strengthen its connect with health-conscious consumers amid growing awareness around preventive healthcare and holistic wellness.
ZeroB, which has been offering water purification solutions for over four decades, said the collaboration aligns with its mission of making clean, safe and healthy drinking water accessible to households across the country. The company believes that as consumers increasingly adopt healthier lifestyles, everyday essentials such as purified drinking water are becoming central to long-term well-being.
Milind Soman, widely recognised for advocating fitness, endurance sports and mindful living, has built a reputation for promoting simple daily habits that contribute to a healthier lifestyle. The company said his philosophy closely aligns with ZeroB’s commitment to encouraging consumers to make informed health choices.
Commenting on the association, Yogesh Bajpai, CEO, ZeroB, said, “At ZeroB, we believe that wellness begins with the essentials, and pure drinking water is at the very heart of it. As consumers become increasingly conscious about preventive healthcare, they are looking for trusted solutions that support healthier living every day. Milind Soman perfectly embodies the values of discipline, authenticity and mindful living that define our brand. His credibility and commitment to holistic wellness make him an ideal ambassador as we strengthen our connect with health-conscious consumers across India and reinforce the importance of making pure water a daily priority.”
Speaking about the partnership, Milind Soman said, “I’ve always believed that health is built on the choices we make every day, what we eat, how we live, and even the water we drink. I don’t compromise on my well-being, and that’s why I trust ZeroB.”
Established in 1986, ZeroB offers a portfolio of water purification solutions including RO water purifiers, water softeners, alkaline water systems and advanced purification technologies designed to remove contaminants while retaining essential minerals. Through the new partnership, the company aims to increase awareness about the role of clean drinking water in preventive healthcare while encouraging consumers to adopt healthier lifestyle choices.
The campaign featuring Milind Soman will be rolled out through an integrated marketing strategy spanning digital platforms, social media, print, retail touchpoints and consumer engagement initiatives, with the brand ambassador leading communications around healthy living and the importance of pure drinking water.
