Mumbai, India, April 2026: VELVEX, the automotive lubricant brand from Nandan Petrochem Ltd., has extended its association with the Lucknow Super Giants (LSG) as an Official Partner for IPL 2026. Building on the collaboration established last year, this ongoing partnership underscores the brand’s long-term strategy to position itself as a performance-driven, high-impact player through high-visibility platforms.
The Indian Premier League remains one of the most powerful sporting ecosystems in India, reaching millions of viewers across geographies and demographics. It is more than just a tournament, it is a cultural phenomenon where brands have the opportunity to engage with audiences in a dynamic and immersive way rather than merely being noticed.
Through its association with Lucknow Super Giants, VELVEX enhances its ability to connect with a deeply engaged fan community while reinforcing the principles it stands for. LSG’s steady rise in the league, supported by consistent performances and a distinct team identity, makes it a fitting partner for VELVEX to communicate its commitment to dependability and high performance. The visibility generated during the cricket season allows the brand to engage with audiences in an environment fuelled by passion, intensity, and competitive spirit.
At the heart of VELVEX’s positioning is its ‘X Factor’ philosophy, which represents the belief that superior performance comes from an added edge that goes beyond the basics. In the automotive space, this translates into enhanced engine responsiveness, improved operational efficiency, and sustained durability over time. It is the distinction between average functionality and peak performance.
This philosophy finds a natural alignment with the ethos of Lucknow Super Giants. As a team, LSG has highlighted the importance of discipline, adaptability, and delivering impact under pressure. In a tournament where each match brings new variables, consistency becomes a defining factor. The X Factor, in this context, is what differentiates good teams from great ones and ultimately shapes outcomes.
“We are delighted to continue our association with Lucknow Super Giants,” said Vikas Gupta, CEO at NPL, whose retail brand is VELVEX. “From a strategic standpoint, this partnership helps us strengthen brand visibility and improve consumer recall. The IPL offers a powerful platform to communicate our focus on performance and innovation, while also enabling us to build deeper emotional connections with our consumers. Alongside this, we are running integrated campaigns across multiple media channels and using this association to create value propositions for our retail partners and workshop mechanics, who play a vital role in this ecosystem.”
VELVEX is focused on maintaining a strong presence during key moments throughout the tournament, ensuring that the brand remains part of ongoing conversations across the season and continues to build recall. By engaging with a platform that naturally evokes emotional resonance, the brand is able to communicate its messaging in a more relatable and effective manner. Over time, this strategy contributes to shaping how consumers perceive the brand. Rather than being viewed purely as a functional product, VELVEX aims to establish itself as a symbol of performance, trust, and reliability. This shift is particularly significant in a category where differentiation depends not only on product quality but also on brand recall.
As IPL 2026 unfolds, VELVEX’s partnership with Lucknow Super Giants is expected to play an important role in expanding its market presence. The association allows the brand to remain visible, relevant, and aligned with a narrative that celebrates ambition and excellence.
Ultimately, this collaboration is rooted in a shared belief that performance is never incidental. It is the outcome of preparation, consistency, and that defining X Factor. This shared mindset continues to drive both VELVEX and Lucknow Super Giants forward.
