BigTrunk Communications has secured the national digital and social media mandate for Velvex, the lubricant brand of Nandan Petrochem. 

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 the lubricant brand's broader business goals, including product adoption, market expansion, and consumer trust.

The mandate will focus on creating a stronger digital identity for the brand 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.

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.”

Velvex spokesperson added, “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 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.