Mumbai: Harpic Bathroom Ultra Cleaner has officially entered the market, marking one of the most significant innovations from Reckitt in over a decade. Strengthening its leadership in bathroom hygiene, Harpic has also appointed filmmaker Rohit Shetty as its new brand ambassador to amplify the launch.
Indian households, especially in urban areas, often struggle with persistent yellow stains, limescale deposits, and stubborn rust marks caused by hard water. Many consumers rely on detergents, bleach, or phenyl, which may not effectively remove deep stains and can dull bathroom surfaces over time. Addressing this gap, the new cleaner is positioned as India’s toughest stain removal specialist, formulated specifically for Indian bathrooms. It targets hard water stains, limescale buildup, and rust marks to deliver a visibly ultra-clean and shiny finish.
The launch is backed by a high-impact campaign built around the promise: “Kaisa bhi ho daag, poora bathroom ULTRA saaf.” Known for his larger-than-life cinematic style, Rohit Shetty aligns with the product’s strong and dependable positioning.
Gautam Rishi, Marketing Director – Hygiene, Reckitt South Asia, stated that the innovation is engineered to outperform generic cleaners and raise hygiene standards across Indian homes. Meanwhile, Havas Creative India, led by Anupama Ramaswamy, has conceptualized a bold campaign designed to make the new product a standout hero in Harpic’s portfolio.
With this launch, Harpic reinforces its commitment to delivering advanced solutions that elevate everyday bathroom cleaning.
