BigTrunk Communications, an independent integrated advertising agency known for its data-driven and creative approach, has secured the national digital and social media mandate for Velvex, the premium lubricant brand of Nandan Petrochem Limited. The partnership aims to strengthen Velvex’s digital presence and social media strategy while driving meaningful engagement with its core and emerging audiences across India.
The primary objective of the mandate is to build long-term brand equity for Velvex in a competitive category by improving share of voice and translating product performance and technological superiority into clear, consistent brand narratives. BigTrunk will focus on creating a cohesive digital ecosystem that supports Velvex’s broader business goals, including product adoption, market expansion, and consumer trust.
The mandate will focus on creating a stronger digital identity for Velvex through always-on content, platform-first storytelling and targeted amplification. BigTrunk’s approach will centre on understanding regional nuances, consumer behaviour and category dynamics to ensure that communication remains relevant, timely and impactful across markets. In addition, the partnership will support Velvex’s broader brand visibility initiatives, including its association with Lucknow Super Giants in the Indian Premier League (IPL), where Velvex is the official lubricant partner of the team for the upcoming season.
Speaking about the partnership, XX of 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.”
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 mandate covers markets nationwide, with room for region-specific customisation. While the core brand narrative will remain consistent, campaign executions will be adapted to reflect regional nuances, priority markets, and consumption clusters linked to Velvex’s distribution and business objectives. Notably, the mandate represents a strategic addition to BigTrunk’s portfolio, strengthening the agency’s presence in the automotive and industrial lubricants category.
Drawing on deep cross-industry experience across sectors including luxury, retail, fashion, FMCG, BFSI, real estate, healthcare, aviation, education, entertainment, F&B, and specialised industrial categories, BigTrunk has partnered with leading brands such as Air India Express, Motilal Oswal, Aster Hospitals, HRRL, Unibic Foods, Aadhar Housing Finance, and H&R Johnson. This breadth of experience gives the agency a strong understanding of consumer behaviour and the dynamics of digital performance. BigTrunk will apply these capabilities to help Velvex strengthen national brand visibility, drive sustained engagement, and build long-term value across priority markets.
About BigTrunk Communications
Established in 2013 and headquartered in Mumbai, BigTrunk Communications is an independent integrated advertising agency with branches in Delhi, Bangalore, the UAE and the USA. The agency specialises in 360-degree marketing solutions that combine digital strategy, creative storytelling, and media execution. With clients across sectors like luxury, retail, fashion, FMCG, BFSI, real estate, pharma, entertainment, education, F&B, aviation, compressors, and engineering including Warner Bros, H&R Johnson, Unibic Foods, HPCL Rajasthan Refinery Limited, ORRA Jewellery, Saraswat Bank, and Discovery Kids. BigTrunk delivers measurable business outcomes through integrated digital and mainline services including SEO, SEM, media planning & buying, social media, influencer marketing, web development, and traditional mediums like TV, hoardings, print, radio, and on-ground events. To know more, visit https://www.bigtrunk.co.in/
About Velvex:
Velvex is the premium lubricant brand of Nandan Petrochem Limited, built on more than 30 years of proven expertise in the lubricant industry, strong OEM collaborations and advanced German technology. Introduced in 2012, Velvex offers a comprehensive range of automotive, industrial and specialty lubrication solutions designed to meet global performance standards and demanding operating conditions. Part of the fast-growing Nandan Group of Companies, NPL is one of India’s leading manufacturers of lubricating oils, greases and specialty products, with a portfolio of over 1,400 products, 22 production sites and robust capacities of 96,000 MT per annum for lubes and greases and 5,80,000 KL per annum for AdBlue®. With a focus on quality, innovation and tailor-made solutions for major OEMs and industries, Velvex continues to support India’s mobility and industrial growth
