Mumbai: Harpic, India’s No. 1 toilet and bathroom cleaner trusted by over 100 million households*, has announced the launch of New Harpic Bathroom Ultra Cleaner, marking its biggest innovation in bathroom cleaning in over a decade. Alongside the product unveiling, the brand has welcomed filmmaker Rohit Shetty as its new brand ambassador, reinforcing its promise of powerful and confident stain removal.
Indian households, particularly in urban regions, often face persistent bathroom challenges such as yellow stains, limescale buildup and tough rust marks. With limited trusted solutions available, many consumers turn to generic cleaning products such as detergents, bleach and phenyl. However, these are often ineffective against hard water stains and may leave surfaces looking dull or worn over time.
Addressing this gap, New Harpic Bathroom Ultra Cleaner has been purpose-built for Indian bathrooms. Positioned as India’s toughest stain removal specialist#, the product is designed to tackle everyday hard water stains and limescale as well as stubborn rust marks, delivering a visibly Ultra Clean and shiny bathroom. The launch is supported by a high-impact campaign anchored on the promise, “New Harpic Bathroom Ultra Cleaner – Kaisa bhi ho daag, poora bathroom ULTRA saaf,” underscoring the brand’s continued leadership in the bathroom cleaning category.
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 strengthen its position in the bathroom cleaner category by combining deep consumer insight, advanced formulation and impactful storytelling. The introduction of New Harpic Bathroom Ultra Cleaner signals the brand’s ongoing commitment to helping Indian consumers move beyond ordinary cleaning solutions to achieve superior bathroom hygiene and shine.
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
