Harpic Launches New Campaign “Harpic Hai Na” Featuring Shah Rukh Khan
New Delhi: India’s No. 1 toilet and bathroom cleaner, Harpic, trusted by over 100 million households, proudly announces its new campaign and partnership with Bollywood superstar Shah Rukh Khan as its brand ambassador. This iconic collaboration brings together Harpic’s legacy of powerful cleaning and Shah Rukh’s charismatic personality, shared values, and deep-rooted connection with Indian families.
For over a century, Harpic has played a crucial role in redefining global hygiene and sanitation standards. Today, 1 in every 3 Indian households uses Harpic. The brand has significantly contributed to building healthier homes across urban and rural India by providing an effective, reliable, and powerful cleaning solution. Partnering with Shah Rukh Khan marks a new milestone in Harpic’s mission to inspire dignity, care, and better hygiene in every Indian home.
Shah Rukh Khan, on joining hands with Harpic, said:“Cleanliness begins with small yet impactful actions. I feel proud to be associated with Harpic — a brand that has promoted hygiene and dignity in Indian households for decades. I deeply respect our unsung heroes — homemakers — whose tireless efforts ensure the well-being and happiness of families. They deserve the best. With ‘Harpic Hai Na,’ every home can trust in superior hygiene, freshness, and cleaning — all in just five minutes. Just like in life’s critical moments, Harpic stands strong as a reliable partner in every home.”
To celebrate the partnership, Harpic is launching a new TVC (television commercial) titled “Harpic Hai Na”, showcasing the superior performance of Harpic toilet cleaner. The ad highlights its 10x better cleaning power, germ-free results in 5 minutes, and long-lasting fragrance. The campaign goes beyond promoting Harpic as just a detergent alternative — it reinforces its position as the ultimate toilet hygiene solution.
The campaign’s slogan, “Harpic Hai Na,” has become a promise of trust for Indian households — providing a powerful and reliable hygiene solution when it is needed most. Combined with Harpic’s proven performance, the message affirms the brand’s commitment to being the most dependable partner in hygiene.
Many homemakers continue to use regular detergents for toilet cleaning without realizing their limited effectiveness. This campaign aims to drive meaningful behavioral change by encouraging consumers to switch from ordinary cleaners to scientifically designed, purpose-built solutions like Harpic.
Gautam Rishi, Marketing Director, Hygiene – South Asia, Reckitt, said:“We are thrilled to welcome Shah Rukh Khan to the Harpic family. His strong bond with millions of Indians and his values perfectly reflect Harpic’s commitment to trust, performance, and care. Harpic’s legacy of science-led innovation has transformed hygiene habits across India. With our goal now set on reaching every second household, this powerful partnership will reinforce the importance of dedicated toilet cleaning solutions and make Harpic an essential part of every Indian home.”
The TVC, developed by Havas Creative India, depicts relatable home scenarios where ineffective cleaning products cause frustration. In contrast, Harpic delivers fast and superior cleaning results. The compelling storytelling, combined with strong product performance, delivers the clear message:
Anupama Ramaswamy, Joint Managing Director and Chief Creative Officer, Havas India, said:“Harpic is already the market leader. But when they wanted to go beyond, we thought big — very big. We brought in King Khan. We envisioned a campaign where Shah Rukh Khan becomes every homemaker’s ally, making their lives easier with powerful Harpic cleaning. And in his signature style, he reassures them — Harpic Hai Na.”
This partnership marks the beginning of a new chapter in Harpic’s journey — bridging its trusted legacy with modern needs and encouraging Indian families to choose more effective hygiene solutions for a healthier tomorrow.