Harpic, the toilet and bathroom cleaner brand has unveiled its latest bathroom cleaning innovation — New Harpic Bathroom Ultra Cleaner. The launch marks the brand’s first major product innovation in the bathroom cleaning category in more than a decade.
To strengthen the product’s stain-removal positioning, the company has signed Rohit Shetty as brand ambassador. The cleaner is designed to tackle persistent bathroom problems such as yellow stains, limescale buildup and rust marks — issues common in urban Indian households where consumers often rely on detergents, bleach and phenyl that prove ineffective against hard-water stains and may damage surfaces over time.
Addressing this long-standing consumer need for a trusted, versatile and effective cleaning solution, New Harpic Bathroom Ultra Cleaner has been purpose-built for Indian bathrooms.
As a stain removal specialist#, it removes everyday stains like yellow hard water marks and limescale, as well as tough stains such as rust, delivering a visibly Ultra Clean and shiny bathroom.
Living up to its promise, “New Harpic Bathroom Ultra Cleaner – Kaisa bhi ho daag, poora bathroom ULTRA saaf,” the launch campaign reinforces Harpic’s position in the bathroom cleaner category by offering consumers a solution.
Rohit Shetty, Brand Ambassador, Harpic said, “I know what’s it like when people associate you with a certain style, it means they trust you to deliver every single time. And that trust pushes you to do more, do better and to raise the bar. Whether it’s comedy, action or in the case of Harpic, solid safaai. Harpic has been a trusted name in hygiene for years, even being synonymous with bathroom hygiene. With New Harpic Bathroom Ultra Cleaner, the brand is taking bathroom cleaning to the next level. I am glad to be associated with a product that is tough, dependable and designed for real Indian homes.”
Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia said, “Harpic Bathroom Ultra Cleaner is a strong new innovation engineered to tackle India’s toughest hard-water stains, where most generic cleaners fall short. This launch strengthens Harpic’s stain-removal leadership and raises the bar for bathroom hygiene. With Rohit Shetty onboard, we’re delivering a tougher, high-performance solution designed for Indian homes.”
Anupama Ramaswamy, MD and Chief Creative Officer, Havas Creative India said, “Harpic has a new hero in its universe – Harpic Bathroom Ultra Cleaner. It’s tough and effective. And that is why it needed a launch that is unmissable and larger-than-life just like Rohit Shetty, who is the face of the brand. Team Havas Creative India has created yet another power-packed campaign that hits the screens very soon.”
With this launch, Harpic continues in the bathroom cleaner category by combining consumer insights, innovation and communication, helping consumers move beyond ordinary cleaners to solutions for bathroom cleanliness.
Agency Credits:
- Anupama Ramaswamy, Managing Director and Chief Creative Officer
- Ajitesh Verma, Executive Creative Director
- Aman Chaubey, Group Head – Copy
- Binesh Sharma, Group Creative Director
- Sandeep Bagga, Senior Creative Director – Art
- Ravinder Kumar, Creative Director – Art
- Krittika Chakraborty, EVP – Strategy & Planning (North & West)
- Dhananjoy Ray, AVP- Strategy & Planning
- Himanshi Bakshi, Planning Supervisor
- Avinash Chandra, Senior Vice President
- Annie Joshi, Account Director
- Akshita Kakkar, Account Director
- Dawa Lama, Head of Production
