Fevicol Glue Secures Louvre Heist Jewels in Viral Ad

On October 24, 2025, the adhesive brand Fevicol made headlines with a clever social media campaign that capitalized on the recent high-profile robbery at the Louvre Museum in Paris. Just weeks earlier, thieves had executed a daring heist at the world-famous museum, making off with jewels worth nearly Rs 896 crore.

Fevicol's viral Instagram post featured an image of an emerald necklace placed on a platform bearing the brand's logo, accompanied by the tagline "Ab Dhoom machane ki baari hamari (Time to steal the show). This mission is impossible." The implication was that Fevicol's adhesive had been used to secure the stolen treasures.

The ad quickly gained traction, with users praising Fevicol's creative and timely response to the Louvre robbery. One commenter noted that the brand "understood commitment goals better than half of Instagram," while others called the campaign "the most creative advertisement ever" and "genius."

The Louvre heist, which occurred on October 1, 2025, involved a carefully orchestrated operation by four thieves disguised as construction workers. Using a basket lift, they accessed a first-floor window on the museum's south side, bypassing external security cameras. Once inside, they used power tools to smash display cases and make off with a trove of priceless 19th-century jewels, including a sapphire tiara, necklace, and earring set belonging to Queen Marie-Amelie and Queen Hortense, as well as an emerald necklace and matching earrings from Empress Marie-Louise's collection.

The Louvre has since acknowledged shortcomings in its surveillance systems and is working to improve security measures. The stolen jewels have been added to Interpol's Stolen Works of Art database, and around 100 investigators are now involved in the ongoing investigation.