Some of the best ideas don’t emerge from spreadsheets or boardrooms: they come from paying attention to people. And that’s exactly how Go Zero’s latest collaboration with Nua was born.
In a refreshingly honest LinkedIn post, Go Zero’s founder Kiran Shah shared the origin story behind the brand’s newest partnership, one rooted not in market trends or fancy algorithms, but in a moment of human observation.
It began with the women on Go Zero’s team. They noticed that during their menstrual cycles, chocolate-based Go Zero ice creams were quietly becoming a go-to source of comfort. No one had flagged it. No dashboards had picked it up. But it was happening.
Continue Exploring: “Kuch Nahi Hoga”—Anupam Mittal Challenges This Dangerous Mindset in Policy Bazaar’s New Ad
Curious, the team decided to test a simple idea: on Blinkit, show Go Zero’s chocolate SKUs to customers purchasing sanitary pads. The results were staggering—more than 4x ROAS (Return on Ad Spend), a number the team had never hit before, not even during big campaigns or discount-led pushes. And this happened without slashing prices or running elaborate ads: just pure, contextual relevance.
What it revealed was bigger than numbers: periods aren’t just about hygiene; they’re about how we feel. Comfort, cravings, and care are deeply intertwined.
So Go Zero teamed up with Nua, a brand known for its thoughtful menstrual care products. For a limited time, select Nua products on Blinkit now come with a free Go Zero ice cream. A small but meaningful gesture to say: when you’re PMSing, you deserve a moment of guilt-free indulgence.
Shah ended his post by crediting the women who sparked the idea, thanking them for transforming an everyday insight into a campaign that delivers more than just conversions. It delivers care.
Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market
In a world chasing virality and conversions, Go Zero’s latest move is a reminder that sometimes, listening quietly leads to the loudest impact.
