‘Ab Dhoom machane ki baari hamari’: Fevicol’s viral ad on Louvre heist says it could have made theft ‘impossible’

Mumbai: Adhesive brand Fevicol has once again struck a chord online with a clever, tongue-in-cheek advertisement inspired by the recent Louvre Museum heist in Paris, playfully suggesting that its famously strong glue could have prevented the theft altogether.

The brand’s latest social media post shows a set of jewels stuck firmly together with Fevicol, accompanied by the witty caption that reads, “Ab Dhoom machane ki baari hamari (Now it’s our turn to steal the show). This mission is impossible.”

The line cleverly references the Bollywood heist film Dhoom 2, while the phrase “This mission is impossible” nods to the Hollywood franchise, tying together humour, pop culture, and Fevicol’s trademark message of “unbreakable bonds.”

Ad inspired by real-life Louvre heist

The ad was released on October 22, just days after a dramatic daylight robbery at the Louvre Museum’s Apollo Gallery stunned the world.

On October 19, four masked thieves reportedly broke into the museum, stealing eight priceless pieces of Napoleonic jewellery worth an estimated ₹896 crore. Among the stolen artefacts were an emerald necklace and matching earrings once owned by Emperor Napoleon and Empress Marie-Louise.

Fevicol’s creative response to the incident features an image of the emerald necklace, seemingly held together by its glue — cheekily implying that if the jewels had been fixed with Fevicol, the robbery would have been “impossible.”

Shared on Fevicol’s official Instagram handle, the post quickly went viral, amassing over 35,000 likes within hours.

Social media users flooded the comments section with praise for the brand’s humour and quick-witted marketing. Many lauded the company for transforming an international news event into a light-hearted, memorable campaign.

Several jewellery brands pitched in with humorous comments such as “Fevicol understood commitment better than half of Instagram,” and “Send us a box to keep our jewellery safe.” Users praised the branding idea, calling it, “The most creative advertisement ever”, with one saying, “I want your marketing team at any cost.”

German ladder turns heist into bold marketing campaign

Meanwhile, the German company whose lift was used by the robbers has also launched an advertising campaign using the now-viral image of its furniture ladder reaching a balcony outside Apollo Gallery. Werne-based ladder manufacturer Böcker posted the ad on Instagram. 

The image description reportedly reads, "When you need to move fast. The Böcker Agilo transports your treasures weighing up to 400kg at 42 m/min—quiet as a whisper."

A legacy of memorable advertising

Fevicol, a flagship brand of Pidilite Industries, is celebrated for its witty and culturally resonant advertising. Over the decades, it has turned everyday scenarios into memorable campaigns that blend humour with its core brand message of durability and reliability.

With this latest ad, Fevicol once again showcased its unmatched knack for turning real-world moments into viral marketing gold, sticking true to its tagline, both literally and figuratively.