As VELVEX continues expanding its reach in India’s automotive aftermarket industry, the company’s partnership with Lucknow Super Giants is steadily becoming a major contributor to its brand growth and market positioning strategy. More than just a branding exercise, the collaboration reflects VELVEX’s long-term focus on increasing customer trust, strengthening brand recall, and building a dependable identity within the highly competitive automotive sector.
Since its establishment in 2015, VELVEX has focused on building a strong and trusted automotive portfolio across India. Over the years, the company has consistently expanded its presence across categories while remaining deeply committed to the values that continue to define the brand today: consistency, reliability, and trust.
These qualities collectively form what VELVEX proudly describes as its “X Factor.”
“For us, the idea is simple. Customers should never have to worry about whether the product will perform when needed,” shared Mr Varun Agrawal, Executive Director of Nandan Petrochem Limited, during an exclusive interaction. “That peace of mind and dependability is what VELVEX stands for.”
As VELVEX strengthened its presence within India’s growing automotive lubricant and aftermarket business, the company also recognised the importance of evolving its brand identity to connect with modern consumers. Alongside expanding its product range with AdBlue solutions, VELVEX introduced a refreshed and more contemporary brand image aimed at making the company feel younger, more engaging, and relatable.
The company believes that consumers today connect with brands not only through product quality and performance, but also through communication style and personality. Keeping this in mind, VELVEX has consciously developed a more approachable and engaging brand voice while continuing to maintain the trust and dependability associated with the automotive category.
This philosophy is clearly reflected in the company’s partnership with Lucknow Super Giants.
For VELVEX, the association with Lucknow Super Giants was always seen as a natural alignment. The company believes the city’s spirit of determination, resilience, and discipline closely mirrors the values that define the VELVEX brand. Uttar Pradesh also remains one of the company’s most strategically important markets, making the partnership highly significant from both business and brand visibility perspectives.
The collaboration with Lucknow Super Giants has helped VELVEX significantly increase market awareness and strengthen consumer confidence through a platform that enjoys immense emotional relevance among Indian audiences. Cricket continues to remain one of the country’s most influential cultural passions, making it a powerful medium for building familiarity and long-term consumer recall.
“Cricket creates recall in a very different way,” mentioned Mr Vikas Gupta, CEO of Nandan Petrochem Limited. “When consumers repeatedly see a brand associated with something they genuinely care about, familiarity and trust begin building naturally over time.”
Rather than limiting the association to traditional sponsorship visibility, VELVEX has actively focused on creating deeper engagement opportunities around the collaboration. The company has invited mechanics, customers, and retail partners to multiple Lucknow Super Giants matches, creating memorable experiences that help strengthen emotional connections with both the team and the brand.
VELVEX has also integrated the collaboration into its mechanic engagement ecosystem through reward-based contests conducted on its mechanic app. These initiatives are helping encourage stronger participation and engagement at the grassroots level while reinforcing the company’s relationship with mechanics and automotive professionals.
At the same time, the company continues making significant investments in on-ground marketing and retailer engagement activities across India. VELVEX currently works with more than 500 retailers through various outreach initiatives, activation programmes, and promotional campaigns aimed at strengthening its nationwide automotive aftermarket network.
According to Mr Vikas Gupta, the key to maximising the impact of the Lucknow Super Giants partnership lies in maintaining a balance between consistency and innovation.
“Consistency creates memory. Innovation keeps people interested,” he explained. “That balance is what helps a brand move from being known to becoming preferred.”
Looking towards the future, VELVEX sees cricket and sports marketing as an important long-term growth opportunity for the company. With cricket continuing to command unmatched popularity and emotional influence across India, the company believes the sport provides the ideal platform to create stronger consumer relationships and improve long-term brand loyalty.
Through a combination of strategic partnerships, consumer engagement, and consistent communication, VELVEX continues to strengthen its reputation as a trusted automotive aftermarket brand in India.
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