e4m Video Story:  In India, the running community is growing faster: Milind Soman

At 60, Milind Soman continues to operate not just as a celebrity but as a carefully built personal brand rooted in fitness, wellness and social purpose. From modelling in the late 1980s to spearheading India’s women-centric running movement Pinkathon, Milind’s brand associations have largely reflected his personal philosophy that prioritises health, community building and responsible endorsements. In a conversation with e4m, Milind explained how decades of public visibility have helped shape a persona that audiences increasingly associate with longevity, discipline and wellness.

Milind believes the appeal of his brand comes from consistency in lifestyle rather than a calculated marketing strategy. “People have been watching me for decades now and they feel that the lifestyle I have is attractive. They come and tell me they started running because of me and want the kind of life I have in terms of health and energy,” Milind said. Over the years, this credibility has translated into partnerships with brands that align with fitness, wellbeing and community driven initiatives.

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A significant part of Milind’s brand equity today also comes from Pinkathon, the women’s running movement he founded more than a decade ago. The initiative was born out of a gap Milind noticed in India’s running culture. While marathons were becoming popular, female participation remained extremely low. “When I started running events, women’s participation was just four or five percent. I wanted to create a space only for women so they could run without hesitation,” Milind explained. Today Pinkathon has evolved into a large community driven property with events across several cities and countries, attracting participants ranging from beginners to ultra marathon runners.

The growth of the wellness economy has further strengthened Milind’s relevance for brands. According to him, companies across industries ranging from infrastructure to consumer goods are increasingly aligning themselves with health and fitness narratives. “There is an entire wave of wellness and health across the world, and in India the running community is growing faster than anywhere else,” Milind noted, adding that brands want to be associated with activities that contribute positively to society. This shift has also brought more corporate partnerships into fitness events such as Pinkathon.

However, Milind has long maintained strict boundaries when it comes to endorsements, a stance that has shaped the perception of him as a values led brand ambassador. Since his modelling days, Milind has avoided promoting products that contradict a healthy lifestyle. “I don’t promote alcohol, tobacco, sugary drinks or chips. I might consume them occasionally, but I don’t think they should be encouraged,” Milind said. This selective approach has resulted in fewer collaborations but stronger alignment with the values that define his public image.

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Last year, Milind appeared in the “Is This Love?” campaign by Centre For Sight, a humorous and charming film that played on the confusion caused by cataract. In the story, a senior citizen mistakenly believes a woman is smiling at him, turning the moment into a swooning romantic fantasy. The light hearted narrative shows how blurred vision can distort everyday perception while nudging viewers to take eye health seriously and seek timely cataract screening.

Recently, he added another brand collaboration to his portfolio with the launch of the Biolage Professional scalp care campaign addressing dandruff concerns. The campaign, which also features the popular Blinkit delivery character Benjamin, positions scalp care as an extension of skincare. The narrative highlights the idea that wellness routines evolve with age and reinforces the message of maintaining healthy habits even at 60.

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Beyond advertising, Milind sees social media and user generated content as the next step in expanding community driven brand narratives. Through Pinkathon’s digital ecosystem, Milind encourages participants to share their personal fitness journeys online. “We want women to create their own stories and share their journeys so that others get inspired and the community grows,” Milind said.

As brands increasingly search for ambassadors who embody credibility rather than just popularity, Milind’s longevity offers a clear blueprint. At 60, Milind’s identity built around endurance, wellness advocacy and selective endorsements continues to evolve alongside India’s rapidly expanding fitness culture.