On October 19, 2025, a daring robbery at the Louvre Museum in Paris, shook the art world. Passing off as construction workers, the burglars were able to get into the deeply guarded Galerie d'Apollon in bright daylight . In under 8 minutes, they were able to make off with a set of 8 royal jewels of France worth €88 million. But amidst the chaos, an Indian brand has stolen the spotlight for its cheeky and genius marketing masterstoke.
Fevicol didn't take long to react to the worldwide-heist-buzz, and the Indian brand already had the winning move up its sleeve. In its typical witty manner, Fevicol shared a photo of a dazzling necklace that was seemingly stuck very tightly in a display case, with the legendary Fevicol logo printed on it.
The caption made it even better, “Ab Dhoom machane ki baari hamari.” This Bollywood-style post, with its humorous and sly tone, was referring both to the flamboyant manner of the raid and humorously intimating that if Fevicol's well-known adhesive had been around, even the most skillful thieves would have ended up failing!
Shortly after the post went viral there were many praises it received because of its excellent timing, clever Bollywood reference, and fun way of using a trending topic to promote Fevicol’s brand promise of "mazboot jod" (a very strong bond). Fans and marketers both celebrated Fevicol' success once more in showing the real-time event into creative marketing gold.
The story of the break-in at the Louvre is so amazing it could be a novel. The robbers with faces covered and the presence of an insider are thought to be their helpers. The burglars used a truck-mounted lift to get to a second-floor balcony that lacks camera coverage.
They had angle grinders in their hands and went through the window by cutting the metal frame, then they destroyed the case where the jewels were kept, snatched the historic jewels, and ran off on motorbikes, all at the same time the security system was triggered, and the museum staff was evacuating the visitors.
The investigators pointed out that this was not just an impulsive crime but rather a well-thought-out, planned operation taking advantage of the museum’s security system, which hasn’t been updated for a long time and left with holes.
Although the Louvre is famous, it has still been the center of scandal theft. The most talked of is the one that happened in 1911 when Mona Lisa was stolen by an ex-employee, though it made its way back.
In 1998, a masterpiece of Camille Corot disappeared and was never recovered. Every time these thefts happen, it raises issues regarding the security of museums. However, none of these incidents has been turned into a marketing success like Fevicol’s bold reaction this year.
The creative step made by Fevicol gives a clear message on how a smart and timely campaign can turn any situation, no matter how severe, into a lesson of brand recall and pop culture relevancy.
