Fevicol turns Rs 896 crore Louvre heist into viral advertisement, internet loves it: 'Genius'

The campaign emerged shortly after a dramatic robbery at the Louvre Museum, one of the world’s most visited cultural landmarks.

Adhesive brand Fevicol has drawn widespread attention online after referencing the recent Louvre Museum robbery in Paris — where thieves made off with jewels worth nearly ₹896 crore — in a new promotional post.

The brand shared an image on Instagram showing an emerald necklace displayed on a platform carrying the Fevicol logo, implying that such treasures would have been secure had they been attached using its glue. The post featured the tagline, “Ab Dhoom machane ki baari hamari (Time to steal the show). This mission is impossible.”

The ad quickly gained traction on social media, with several users and brands joining in to praise the marketing idea. Bluestone Jewellery commented, “Fevicol understood commitment goals better than half of Instagram.”

Other responses included remarks such as, “The most creative advertisement ever,” and “Your team needs a raise for this idea.” Another comment read, “Advertisement gone right,” while one user simply wrote, “Genius.”

The campaign emerged shortly after a dramatic robbery at the Louvre Museum, one of the world’s most visited cultural landmarks. The heist took place in the Apollo Gallery, located about 250 metres from Leonardo da Vinci’s Mona Lisa.

According to French authorities, the theft occurred at around 9.30 am on Sunday. Four individuals, disguised as construction workers, carried out a seven-minute operation using a basket lift to reach a first-floor window on the museum’s south side, effectively avoiding external security surveillance.

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Once inside, the suspects used power tools, including an angle grinder, to break open two display cases containing 19th-century jewels. The stolen collection reportedly included a sapphire tiara, necklace, and earrings once belonging to Queen Marie-Amelie and Queen Hortense, as well as an emerald necklace and matching earrings from Empress Marie-Louise’s collection. Also missing was a tiara and large bodice bow brooch that had belonged to Empress Eugenie.

During their escape, the Crown of Empress Eugenie was accidentally dropped and later recovered in a damaged condition. The suspects are believed to have fled the scene on two Yamaha TMax scooters.

Following the incident, the Apollo Room was closed to visitors as investigations began, though the museum reopened to the public three days later. French authorities confirmed that around 100 investigators are working on the case, and the stolen items have been added to Interpol’s Stolen Works of Art database.

In a statement, the Louvre Museum acknowledged weaknesses in its surveillance systems, admitting that parts of the building were not sufficiently covered by cameras during the theft. Museum director Laurence des Cars offered her resignation, which was declined by the French Ministry of Culture.