BigTrunk Communications has secured the national digital and social media mandate for Velvex, the premium lubricant brand of Nandan Petrochem Limited. The appointment will see the independent integrated advertising agency lead the brand’s digital communications strategy, social media presence and audience engagement initiatives across India.
The partnership is aimed at strengthening Velvex’s digital footprint and building long-term brand equity in the highly competitive automotive and industrial lubricants category. Under the mandate, BigTrunk will focus on enhancing the brand’s share of voice, improving engagement and translating Velvex’s product performance and technological capabilities into consistent and differentiated brand narratives.
The agency will develop and manage an integrated digital ecosystem designed to support Velvex’s wider business objectives, including product adoption, market expansion and consumer trust. The mandate also aligns with the brand’s broader visibility efforts, including its association with Lucknow Super Giants as the team’s official lubricant partner in the Indian Premier League.
BigTrunk’s strategy will centre on always-on content, platform-specific storytelling and targeted amplification across digital channels. The agency plans to leverage insights into consumer behaviour, category dynamics and regional market nuances to ensure communication remains relevant and effective across different audiences.
While maintaining a consistent national brand narrative, campaign executions will be adapted for specific markets and consumption clusters, reflecting Velvex’s distribution priorities and business objectives. This localised approach is intended to strengthen engagement and improve relevance across regions.
A spokesperson from Velvex said: “Velvex operates in a category where performance, trust, and consistency are critical to brand leadership. As we continue to expand our footprint across India, building a strong and differentiated digital presence is essential. BigTrunk’s strategic approach to content, performance, and data-driven storytelling aligns well with our brand values and growth ambitions. We look forward to working closely with their team to strengthen our engagement with customers and stakeholders nationwide.”
The mandate marks a significant addition to BigTrunk Communications’ portfolio and further expands its presence within the automotive and industrial lubricants sector. The agency has built expertise across a range of industries, combining creative storytelling with digital strategy and performance marketing to support business growth.
Bharat Subramaniam, founder and managing director, BigTrunk Communications, said: “The lubricants category is evolving, with brands needing to stay relevant across diverse audiences while building trust and familiarity over time. Velvex has a strong foundation, and our focus will be on shaping a digital presence that reflects the brand’s strengths while driving meaningful engagement. We look forward to building a long-term partnership that delivers sustained impact.”
The appointment also reflects the growing importance of digital communications within industrial and automotive categories, where brands are increasingly investing in content-led engagement and targeted marketing to differentiate themselves in crowded markets.
BigTrunk plans to apply its cross-sector experience across luxury, retail, fashion, FMCG, BFSI, healthcare, aviation, education, entertainment and industrial sectors to the Velvex mandate. The agency’s client portfolio includes brands such as Air India Express, Motilal Oswal, Aster Hospitals, HRRL, Unibic Foods, Aadhar Housing Finance and H&R Johnson.
By combining digital strategy, social media management and audience insights, the agency aims to strengthen Velvex’s visibility and engagement across key markets while supporting the brand’s long-term growth ambitions.
For Velvex, the partnership forms part of a broader effort to enhance brand awareness and reinforce its positioning within the lubricant industry. Backed by more than three decades of industry expertise through Nandan Petrochem Limited, the brand offers automotive, industrial and specialty lubrication solutions and continues to expand its presence across India.
