Fevicol Hijacks Global Louvre Museum Heist Conversation with Iconic Real-Time Marketing Post
India, 29th October, 2025: Fevicol has once again demonstrated its legendary real-time marketing prowess by cleverly responding to the recent Louvre Museum jewel heist that captured global attention. Created and conceptualised by Schbang, the post playfully suggests that if the jewel’s display case had been secured with Fevicol, the theft would have been “Mission: Impossible” a smart reference that resonated with audiences while also comparing the heist to Bollywood’s iconic Dhoom 2 in the wall copy.
When news of a priceless jewel theft at the Louvre in France went viral, social media lit up with heist movie references, especially Dhoom 2. Fevicol jumped on this cultural conversation with their signature wit, playfully suggesting their mazboot jod could have secured the treasure. The brand’s clever response “Ab Dhoom Machane ki hamari baari”, perfectly captured their trademark humor while driving home their core product promise of unbreakable bonds.
The campaign showcases Fevicol’s ability to insert itself into global conversations with distinctly Indian humor. By connecting a high-profile international news event with pop culture references familiar to Indian audiences, the brand created content that felt both topical and culturally relevant. The execution maintained Fevicol’s iconic communication style – simple, witty, and instantly shareable.
The response validated the strategic approach. The post achieved remarkable organic traction – generating 41M+ views, 73k shares, and 165k+ interactions in just five days. This exceptional engagement demonstrated how effectively Fevicol owned the narrative around the heist conversation, turning a news moment into a brand moment without forced integration.
Targeting social media-savvy audiences aged 18-45, the post resonated with those who appreciate clever brand commentary on trending topics. The message reinforced Fevicol Ka Jod’s strength while maintaining the playful irreverence that has made the brand’s communication legendary for decades.
“Every prominent global moment is a canvas for creativity, and we love adding Fevicol’s sticky twist wherever we see a good fit. The Louvre post is just another example of how we make the world our storyboard.” said Rajiv Subramanian, Vice President Marketing, Pidilite.
“The team saw the Louvre heist news and joked, “Fevicol laga diya hota!” That’s how seamlessly the moment came about. With the on-going conversations around Dhoom and Mission Impossible, the creative team worked quickly and crafted a hilarious take that resonated with everyone.” added Sanyukta Jamkhedkar, Senior Creative Strategist, Schbang
The campaign reinforces Fevicol’s position as a brand that doesn’t just participate in conversations but shapes them, proving that iconic brands know exactly when and how to make their presence felt in cultural conversations.