Harpic Unveils New Ultra Cleaner with Rohit Shetty as Ambassador

Harpic, recognized as India’s leading toilet and bathroom cleaner, has launched its latest product, the New Harpic Bathroom Ultra Cleaner. This release marks the company’s most significant innovation in bathroom cleaning in over a decade. Designed to effectively tackle stubborn bathroom stains, the new cleaner aims to transform how consumers address common cleaning challenges.

The launch is particularly timely, as many households in urban India struggle with persistent yellow stains, limescale buildup, and rust. These issues have led consumers to rely on generic products like detergents and bleach, which often fall short of delivering satisfactory results. The New Harpic Bathroom Ultra Cleaner promises to meet this need, providing a specialized solution tailored for Indian bathrooms.

Product Features and Benefits

The new cleaner is engineered to eliminate everyday stains, including hard water marks and limescale, while also addressing tougher challenges like rust. Harpic positions the product as a powerful choice that delivers an “Ultra Clean” bathroom experience. The launch campaign’s tagline, “Kaisa bhi ho daag, poora bathroom ULTRA saaf,” emphasizes the cleaner’s effectiveness and reliability in removing all types of stains.

As part of its promotional efforts, Harpic has welcomed Bollywood filmmaker Rohit Shetty as the brand ambassador. Shetty expressed his excitement about the partnership, noting the importance of trust in both filmmaking and product endorsements. He stated, “Harpic has been a trusted name in hygiene for years… With New Harpic Bathroom Ultra Cleaner, the brand is taking bathroom cleaning to the next level.”

Strategic Insights and Expert Commentary

Gautam Rishi, Marketing Director for Hygiene at Reckitt – South Asia, highlighted the product’s advanced formulation designed to tackle India’s most challenging hard-water stains. Rishi noted, “This launch strengthens Harpic’s stain-removal leadership and raises the bar for bathroom hygiene.”

The campaign was developed by Havas Creative India, with input from top creative professionals in the agency. Anupama Ramaswamy, Managing Director and Chief Creative Officer, emphasized the need for a launch that reflects the product’s strength and effectiveness, likening it to the larger-than-life presence of Shetty himself.

The introduction of the New Harpic Bathroom Ultra Cleaner is a clear effort by Harpic to solidify its position in the market by addressing deep consumer insights and delivering a powerful cleaning solution. As households increasingly seek effective products for maintaining hygiene, this innovation aims to offer a reliable alternative to traditional cleaners.

With this launch, Harpic continues to demonstrate its commitment to providing superior bathroom hygiene solutions, reinforcing its status as a leader in the bathroom cleaner category. The new product is expected to resonate well with consumers who demand effective cleaning options that can handle the challenging conditions often found in Indian bathrooms.