MAM
Hiveminds takes the wheel for Oben Electric’s performance marketing drive
MUMBAI: The electric revolution just got a fresh jolt, and this time, it’s in marketing. Madison World unit, Hiveminds has taken the driver’s seat in Oben Electric’s performance marketing, ensuring this fast-growing electric two-wheeler brand zooms past the competition. This partnership isn’t just about speed—it’s about precision, leveraging cutting-edge digital strategies to plug Oben Electric directly into the hearts (and wallets) of eco-conscious consumers. Hiveminds will spearhead Oben’s digital marketing, media investments, and conversion strategies across key platforms, ensuring the brand reaches the right audience at the right time.
As India’s electric vehicle (EV) market revs up, Oben Electric is shifting gears to strengthen its retail footprint and attract a new wave of Gen Z and digital-first customers. With the demand for sustainable mobility soaring, the company is leveraging cutting-edge digital strategies to convert interest into sales.
Hiveminds founder & CEO Jyothirmayee JT expressed excitement about the collaboration, “EV is one of the most exciting industries right now. I am delighted that we’re getting the opportunity to work with an upcoming brand that is catering to the Gen Z and digital-first customers who are more aware today. The industry now needs a highly data-led approach to customer acquisition and media deployment. With our expertise and proprietary tools, we are sure to deliver business growth through this collaboration.”
On the other side of the partnership, Oben Electric’s director of marketing Saurav Arora highlighted the significance of performance marketing in their expansion strategy, “As we scale operations, performance marketing is crucial for accelerating demand and optimising conversions. Hiveminds’ expertise in performance marketing will help us maximise digital impact and drive measurable business growth. We are confident this partnership will strengthen our growth journey.”
Backed by Madison World, which served 500 advertisers last year, Hiveminds continues to push the boundaries of digital marketing, blending proprietary tools, AI-driven insights, and data analytics to drive measurable success. With this latest partnership, Hiveminds is set to give Oben Electric a turbocharged advantage in India’s evolving EV landscape.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
