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.
MAM
Continental Tires appoints Nevin Aslan-Özkan as Managing Director for India
Finance leader to drive growth in passenger vehicle segment from 6 April 2026.
MUMBAI: Continental Tires has put a fresh pair of tyres on its Indian leadership and this time, they’re rolling with strong financial horsepower. The premium tyre manufacturer has announced the appointment of Nevin Aslan-Özkan as managing director of Continental Tires India, effective 6 April 2026. She succeeds Samir Gupta, who stepped down on 5 April 2026 for personal reasons.
Nevin joined Continental in 2017 and has held key leadership roles in Mergers & Acquisitions and Strategy & Business Development across EMEA and APAC. Since May 2025, she has served as Chief Financial Officer for Continental Tires India, shaping the company’s financial strategy and performance.
In her new role, she will lead the company’s growth agenda in India, with a sharp focus on accelerating its presence in the passenger vehicle segment. This appointment comes at a pivotal time, following the recent launch of the CrossContact A/T² tyre, the first market globally to receive this product and a €10.5 million (approximately Rs 100 crore) investment to strengthen Continental’s position, particularly in the ultra-high-performance (UUHP) segment.
Nevin Aslan-Özkan said, “India continues to be a strong focus market for Continental Tires. Guided by our ‘In the Market, For the Market’ approach, we will continue to deliver products and technologies designed for Indian roads.”
Samir Gupta, who joined Continental in 2012 and served as managing director since January 2022, was recognised for his significant contribution to expanding the brand’s footprint in India.
Continental is a leading global tyre manufacturer founded in 1871. The company generated sales of €19.7 billion in 2025 and employs around 78,000 people across 54 countries. Its Tires group sector, which includes premium car, truck, bus, two-wheel and specialty tyres, recorded sales of €13.8 billion in fiscal 2025 and employs more than 56,000 people worldwide.
With Nevin Aslan-Özkan at the wheel, Continental Tires India is clearly gearing up for a smoother and more aggressive drive in one of the world’s fastest-growing automotive markets. The road ahead looks promising.
