Fevicol, India’s popular adhesive brand, grabbed attention online with a clever ad inspired by the recent Louvre Museum jewelry heist in Paris. The campaign shows an emerald necklace stuck on a platform with the Fevicol logo, hinting that even priceless treasures would stay safe with its glue.
The tagline read, “Ab Dhoom machane ki baari hamari (Time to steal the show). This mission is impossible.” Social media users and brands praised the ad for its creativity and humor.
Fevicol’s Viral Marketing Campaign
The Instagram post immediately went viral, attracting comments like, “Fevicol understood commitment goals better than half of Instagram” from Bluestone Jewelry. Other users called it “the most creative advertisement ever” and “Genius,” highlighting the brand’s clever timing and concept. The ad leveraged a current event to create a connection with audiences while showcasing the brand’s core promise—strong adhesion.
The Louvre Museum Heist
The ad comes just after a dramatic theft at the Louvre Museum, one of the world’s most visited cultural landmarks. On Sunday morning, four masked individuals disguised as construction workers stole jewels worth nearly ₹896 crore in a seven-minute heist. They accessed the first-floor Apollo Gallery using a basket lift and avoided external surveillance.
The stolen items included a sapphire tiara, necklace, earrings from Queen Marie-Amelie and Queen Hortense, and an emerald necklace set from Empress Marie-Louise. A tiara and large bodice bow brooch belonging to Empress Eugenie were also taken. During their escape, the Crown of Empress Eugenie was dropped but later recovered in damaged condition. Authorities believe the thieves fled on two Yamaha TMax scooters.
Investigation and Security Lapses
Following the theft, the Apollo Gallery was temporarily closed. Around 100 investigators are now working on the case, and the stolen items have been added to Interpol’s Stolen Works of Art database.
The Louvre admitted to gaps in its surveillance, with certain areas not sufficiently covered by cameras. Museum director Laurence des Cars offered her resignation, which the French Ministry of Culture declined.
Why the Fevicol Ad Resonated
The ad successfully tapped into global attention around the heist while maintaining Fevicol’s playful and relatable image. Its humor, combined with a real-world event, helped it reach audiences far beyond its usual market. Social media users appreciated the brand’s quick response and clever storytelling.
