Mumbai: Harpic has welcomed Bollywood icon Shah Rukh Khan as its new brand ambassador. The association kicks off with the launch of Harpic’s new campaign, “Harpic Hai Na,” aimed at driving awareness about superior toilet hygiene^ across Indian homes.
As a brand that has redefined cleanliness and sanitation standards for over a century, Harpic continues to lead in delivering effective and science-backed solutions. Reaching 1 in 3 Indian households~, Harpic has played a transformative role in improving hygiene practices across urban and rural India alike. The partnership with Shah Rukh Khan is set to reinforce the brand’s mission of promoting dignity, care, and dependable hygiene for every home.
Speaking about his association, Shah Rukh Khan said, “Cleanliness begins with small but meaningful actions. I am proud to partner with Harpic, a brand that has championed hygiene and dignity in Indian homes for decades. I have great respect for the unsung heroes — homemakers — whose dedication ensures the health and happiness of families. They deserve the best. With Harpic Hai Na, every home can count on superior hygiene plus cleaning action^, and lasting freshness — delivered in just five minutes. Much like the reassurance one seeks in life’s important moments, Harpic Hai Na stands as a dependable partner in every household.”
The newly launched TVC featuring Shah Rukh Khan highlights Harpic’s ability to deliver 10X better cleaning, 5-minute disinfection, and long-lasting fragrance^, positioning it as the ultimate toilet hygiene solution — far superior to generic alternatives like detergents. The campaign seeks to inspire a decisive shift in consumer behavior toward specialized toilet cleaners that ensure both effectiveness and safety.
Commenting on the announcement, Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia, said, “We are thrilled to welcome Shah Rukh Khan to the Harpic family. His deep connect with millions of Indians and his values perfectly mirror Harpic’s own journey of trust, performance, and care. Harpic’s legacy of science-backed innovation and its commitment to superior hygiene solutions^ have transformed sanitation habits across India. Over the past 2 decades we have been able to garner the trust of 1/3 of the households~ of the country, and now our ambition is to take it to every second home in the country. With the superior^ Harpic product and this incredible partnership, we aim to reinforce the importance of dedicated toilet cleaning solutions and make Harpic an indispensable part of Indian households.”
Conceptualized by Havas Creative India, the new campaign reflects relatable, everyday household scenarios where families struggle with ineffective cleaning solutions. The ad creatively positions Shah Rukh Khan as a reassuring presence, encouraging families to adopt Harpic’s powerful performance as the new standard in hygiene.
Anupama Ramaswamy, Joint Managing Director & Chief Creative Officer, Havas India, added, “What does Havas Creative do when Harpic, a market leader, asks us to take it to the next level from the numero uno position it already is? We think not big, but king size. We suggested bringing onboard none other than King Khan! We have developed a relatable & engaging campaign where Shah Rukh Khan becomes an ally to every homemaker and makes her life easy because of Harpic’s superiority^. And in his signature style he charmingly says – Harpic Hai Na!”
Agency Credits:
Creative Agency – Havas Creative India
Chief Creative Officer – Anupama Ramaswamy
Production house – Karmman Line
Producer – Sana Patel
Director – Vivek Daschaudhary & Reema
Music – Haroon and Gavin
