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.
MAM
Pee Safe launches Comfort Range, signs Smriti Mandhana
#BeInYourComfortZone campaign spotlights hygiene, confidence and ease
MUMBAI: Comfort isn’t a luxury, it’s a power play, and Pee Safe is batting firmly in that direction with a campaign that puts ease front and centre. The brand has rolled out its latest digital video campaign, #BeInYourComfortZone, alongside the launch of its new Comfort Range, while bringing on Smriti Mandhana as brand ambassador. The move ties product innovation with a broader narrative around confidence, positioning comfort not as an afterthought but as a daily essential.
The campaign leans into relatable, everyday moments where discomfort quietly chips away at confidence. Through a storytelling-led approach, it highlights how the right hygiene solutions can restore control and ease turning what is often a private concern into a more open, mainstream conversation. By doing so, the brand also nudges at long-standing taboos around intimate hygiene, framing comfort as both physical and emotional.
At the product level, the Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, designed to cater to different stages of the menstrual cycle. The emphasis is on combining protection with wearability products that promise freshness and reliability without disrupting daily routines.
Mandhana’s association adds a layer of credibility and cultural resonance. Known for her composure under pressure, she mirrors the campaign’s core message: confidence begins with feeling at ease. The choice of ambassador also signals Pee Safe’s intent to connect with a younger, more vocal audience that values both performance and authenticity.
The campaign marks a shift in tone for the category. Instead of focusing purely on functionality, Pee Safe is attempting to reframe hygiene as an enabler of confidence subtle, personal, yet impactful.
In a market often defined by hushed conversations, the brand is turning up the volume just enough to make one point clear: when comfort clicks, confidence follows.
