MUMBAI: Paris lost a jewel, but Fevicol stole the moment! In a stroke of sticky brilliance, Fevicol turned the recent Louvre Museum jewel heist into a marketing masterpiece, proving once again that no global moment escapes its famously “mazboot jod” (strong bond).
As social media buzzed with Dhoom 2 and Mission Impossible references after the theft, Fevicol, crafted by Schbang, slid smoothly into the conversation. Their cheeky post read, “Ab Dhoom machane ki hamari baari” (Now it’s our turn to make an impact), suggesting that if the display case had been sealed with Fevicol, the heist would’ve been, quite literally, impossible.
The tongue-in-cheek ad glued together global pop culture and local wit, making audiences chuckle while subtly flexing the brand’s promise of unbreakable bonds. And the numbers spoke louder than any art critic, over 41 million views, 73,000 shares, and 165,000 interactions in just five days.
Fevicol’s vice president of marketing Rajiv Subramanian, put it best, “Every global moment is a canvas for creativity and we love adding Fevicol’s sticky twist.”
Senior creative strategist Sanyukta Jamkhedkar revealed that the idea came naturally, “When the team saw the news, someone joked, ‘Fevicol laga diya hota!’ That’s how seamlessly it began.”
By blending topical humour with desi flair, Fevicol once again proved that it doesn’t just join conversations, it cements them. From furniture to fandoms, if it’s trending, Fevicol’s got it stuck.