MAM
Akash Nihalani joins RCM as general manager, marketing
MUMBAI: Akash Nihalani, a growth-focused marketing and business leader with over a decade of experience, has taken charge as general manager – marketing at RCM, one of India’s largest direct-selling companies. With a portfolio spanning FMCG, nutraceuticals, personal care, cosmetics, fashion, and accessories, RCM reaches over 2 million households nationwide.
Nihalani brings a proven track record in building marketing ecosystems, leading cross-functional teams of 30 plus professionals and managing portfolios of Rs 35 crore. He has delivered measurable growth across sectors including FMCG, luxury, BFSI, entertainment, logistics, and technology, consistently improving brand visibility, customer acquisition, and retention through integrated strategies.
His leadership philosophy blends a builder mindset, business acceleration, and a global-ready approach, combining performance marketing, digital storytelling, and data-led decision-making. At RCM, Nihalani focuses on shaping brand identity, strengthening customer engagement, and scaling marketing communications to create meaningful impact.
Reflecting on his career, Nihalani recently concluded a chapter at The Minimalist, where he led a 30 plus member team through high-pressure campaigns, describing the experience as a journey of energy, creativity, and collaborative learning. He steps into his RCM role with a purpose-driven outlook, aligning with the company’s values of health, women empowerment, and self-reliance, aiming to contribute to building a stronger, more self-sufficient India.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
