Introduces India’s Toughest Stain Removal Specialist with new campaign ‘Kaisa bhi ho daag, poora bathroom ULTRA saaf’
Harpic, India’s No. 1 toilet and bathroom cleaner and a pioneer in home hygiene solutions trusted by over 100 million households*, announced the launch of its most advanced bathroom cleaning innovation yet – New Harpic Bathroom Ultra Cleaner. Marking Harpic’s biggest innovation in the bathroom cleaning category in over a decade, the product is designed to remove the toughest and most prevalent bathroom stains to deliver an Ultra Clean bathroom. Bollywood Film-maker Rohit Shetty joins as brand ambassador, reinforcing the product’s promise of powerful and confident stain removal.
Indian households across urban regions struggle with persistent yellow stains, limescale buildup and tough stains like rust. Over time, consumers increasingly believe that these stains are impossible to remove and with no trusted solution that can truly tackle them, many rely on generic solutions such as detergents, bleach and phenyl. These products, however, are often ineffective against hard water stains and can be abrasive on surfaces, leaving bathrooms looking dull.
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 India’s toughest 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 leadership in the bathroom cleaner category by offering consumers a powerful solution.
Speaking about his association with the brand, Rohit Shetty 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.”
Commenting on the launch, 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 to lead the bathroom cleaner category by combining deep consumer insights, advanced innovation and powerful communication, helping Indian consumers move beyond ordinary cleaners to solutions that truly deliver superior bathroom cleanliness.
Link to TVC: https://youtu.be/O3vecQ8Er5U
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