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
Kotak Mahindra Prime names Suraj Rajappan as managing director and chief executive
The car-finance arm of Kotak Mahindra Bank lines up a new chief and raises its borrowing limit
MUMBAI: Suraj Rajappan is getting the keys. Kotak Mahindra Prime Limited (KMPL), India’s veteran car-finance outfit, has named him managing director and chief executive, effective June 1st, 2026—the same day his predecessor drives off into retirement.
The board approved the appointment at its meeting on March 18th. Rajappan, currently a whole-time director at the company, has spent his entire 24-year career at KMPL, working across functions before rising to the top job. The three-year term remains subject to shareholder approval, and the company confirmed he faces no bar from SEBI or any other authority from holding the post.
He takes over from Shahrukh Todiwala, who superannuates on May 31st after more than three decades with the Kotak Group. Ashok Vaswani, managing director and chief executive of parent Kotak Mahindra Bank, was generous in his send-off. Todiwala, he said, “leaves behind a legacy marked by prudent growth, strong risk discipline, and a focus on customer-centricity.” Of his successor, Vaswani was equally bullish: Rajappan’s “deep industry experience and execution capabilities position KMPL well for its next phase of growth.”
The board also loosened the purse strings, raising the company’s overall outstanding debt limit from Rs 43,000 crore to Rs 48,000 crore. The expanded ceiling covers bank loans, debentures, commercial paper, treasury operations, credit facilities and external commercial borrowings.
KMPL has operated as a car-finance company since 1996, branching into two-wheeler loans in 2018 and loans against property in 2021. With fresh leadership, a bigger borrowing arsenal and an ambitious lender for a parent, Rajappan’s first task is clear: step on the accelerator.
