BigTrunk wins Velvex Digital mandate to boost brand visibility nationwide

MUMBAI: BigTrunk Communications has added another marquee account to its roster, securing the national digital and social media mandate for Velvex, the lubricant brand owned by Nandan Petrochem Limited.

The appointment sees the independent advertising agency take charge of strengthening Velvex’s digital footprint across India as the brand looks to sharpen its positioning in an increasingly competitive lubricants market.

Under the mandate, BigTrunk Communications will develop and execute digital and social media strategies aimed at improving brand visibility, audience engagement and share of voice. The agency will focus on translating Velvex’s product performance and technological capabilities into compelling consumer-facing narratives across platforms.

The partnership comes at a significant time for Velvex, which is also stepping up its sports marketing efforts through its association with Lucknow Super Giants. As the team’s official lubricant partner for the upcoming season of the Indian Premier League, the brand is expected to leverage the tournament’s massive audience reach to boost awareness and engagement.

According to the companies, the digital strategy will centre on always-on content, platform-specific storytelling and targeted amplification. Campaigns will be tailored to reflect regional consumer preferences and market dynamics while maintaining a consistent national brand narrative.

A spokesperson for Velvex said the company sees digital engagement as a critical pillar of its growth strategy as it expands its footprint across India. The spokesperson added that BigTrunk’s expertise in content, performance marketing and data-led storytelling made it a natural partner for the next phase of the brand’s journey.

Commenting on the win, BigTrunk Communications founder and managing director Bharat Subramaniam said the lubricants sector is becoming increasingly competitive, requiring brands to build long-term trust while staying relevant to a diverse consumer base.

“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,” he said.

The mandate will span markets across the country, with campaign executions adapted to suit regional priorities, distribution clusters and local consumer behaviour. For BigTrunk, the account further strengthens its presence in the automotive and industrial lubricants segment, adding another specialised category to its growing portfolio.

The agency currently works with brands across sectors including aviation, finance, healthcare, food and beverage, retail and real estate. Its client roster includes names such as Air India Express, Motilal Oswal, Aster Hospitals, Unibic Foods and Aadhar Housing Finance.

With digital channels playing an increasingly important role in influencing purchase decisions across both consumer and industrial categories, the partnership signals Velvex’s intent to invest more aggressively in brand-building and audience engagement at a national scale.