Brands
Fevicol sticks it to the Louvre heist with witty real-time masterstroke
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.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
