Fevicol's Brilliant Ad Campaign Turns Louvre's €9.5 Million Jewelry Heist Into Viral Marketing Success

The advertisement by Fevicol quickly gained popularity on Instagram.

New Delhi:

Fevicol, the renowned adhesive brand, has cleverly capitalized on the recent daylight robbery at Paris's Louvre Museum, where jewels valued at approximately Rs 896 crore were stolen, to promote their powerful glue product.

The brand shared a creative image featuring an emerald necklace positioned on a platform displaying the Fevicol logo, suggesting that had the treasures been secured with their adhesive, the theft would have been impossible.

The witty tagline read: "Ab Dhoom machane ki baari hamari (Time to steal the show). This mission is impossible."

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A post shared by Fevicol (@fevicolkajod)

The advertisement rapidly went viral across Instagram, generating significant engagement.

Bluestone Jewellery commented on the post with humor: "Fevicol understood commitment goals better than half of Instagram."

Social media users praised the creative approach, with one Instagram user describing it as "the most creative advertisement ever."

Another impressed user suggested, "Your team needs a raise for this idea."

Additional comments included "Advertisement gone right" and simply "Genius," reflecting the positive reception to Fevicol's timely marketing strategy.

The Louvre, one of the world's most prestigious museums, fell victim to a meticulously planned heist on Sunday. The robbery took place in the Apollo Gallery, located 250 metres away from Leonardo da Vinci's iconic Mona Lisa painting.

At approximately 9:30 am, four thieves disguised as construction workers executed a remarkably efficient operation lasting merely seven minutes. They utilized a basket lift to gain access through a first-floor window on the museum's south side, successfully evading external security cameras.

Once inside, the thieves employed power tools, including an angle grinder, to break into two display cases containing invaluable 19th-century jewelry pieces.

The stolen treasures included Queen Marie-Amelie and Queen Hortense's sapphire tiara, necklace, and earring collection, Empress Marie-Louise's emerald necklace with matching earrings, and a tiara featuring a large bodice bow brooch from Empress Eugenie's collection.

During their escape, the Crown of Empress Eugenie was dropped and later recovered, though in a damaged state.

Reports indicate the thieves escaped on two Yamaha TMax scooters.

While the Louvre reopened to the public three days after the incident, the Apollo Room remains closed as investigations continue.

Approximately 100 investigators are now working on the case. The stolen jewels have been added to Interpol's Stolen Works of Art database to aid in their potential recovery.

The Louvre Museum has acknowledged deficiencies in its surveillance systems, admitting that certain areas of the building lacked adequate camera coverage during the heist. Museum director Laurence des Cars offered her resignation following the incident, but it was declined by the Ministry of Culture.