Mumbai: 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 is aimed at strengthening Velvex’s digital presence, enhancing brand engagement, and increasing its share of voice across key markets in India.
Under the mandate, BigTrunk Communications will be responsible for developing and executing Velvex’s digital and social media strategy, with a focus on building long-term brand equity in the highly competitive automotive and industrial lubricants category. The agency will work towards translating the brand’s product performance and technological strengths into compelling and consistent narratives that resonate with both existing and prospective customers.
The partnership will focus on creating a robust digital ecosystem for Velvex through always-on content, platform-first storytelling, targeted amplification, and audience-centric communication strategies. BigTrunk will leverage data insights, consumer behaviour analysis, and regional market understanding to deliver relevant and impactful campaigns across diverse consumer segments.
The collaboration also aligns with Velvex’s broader brand visibility initiatives, including its association with the Lucknow Super Giants as the official lubricant partner of the IPL franchise for the upcoming season. The agency is expected to capitalize on this high-profile sporting partnership to amplify brand awareness and consumer engagement.
Speaking about the partnership, Amitabh Bhadra, Head of Marketing, 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.”
Commenting on the win, 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 spans markets across the country, with flexibility for region-specific customization. While Velvex’s core brand narrative will remain consistent, campaign executions will be tailored to reflect local market dynamics, consumer preferences, and distribution priorities.
The partnership further strengthens BigTrunk Communications’ presence in the automotive and industrial lubricants sector, adding to its diverse portfolio of brands across luxury, retail, fashion, FMCG, BFSI, real estate, healthcare, aviation, education, entertainment, food and beverage, and industrial categories.
Over the years, the agency has partnered with leading brands including Air India Express, Motilal Oswal, Aster Hospitals, HRRL, Unibic Foods, Aadhar Housing Finance, and H&R Johnson. Leveraging its cross-industry expertise in digital marketing, consumer engagement, and performance-led communications, BigTrunk aims to help Velvex build stronger national visibility, drive sustained engagement, and unlock long-term brand value across priority markets.
