Harpic, India’s leading toilet and bathroom cleaner, has welcomed the King of Bollywood, Shah Rukh Khan, as its new brand ambassador in a landmark partnership. The collaboration launches with the “Harpic Hai Na” campaign, aimed at reinforcing Harpic’s superiority in toilet cleaning and driving a shift away from ineffective solutions like detergents.
Trusted by over 100 million households across the country, Harpic has played a pivotal role in improving sanitation and hygiene standards. Its latest initiative blends scientific innovation with mass appeal, leveraging Shah Rukh Khan’s influence and relatability.
Speaking on the 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 dedicatio~n 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 campaign centres on the message that generic cleaning solutions are inadequate for maintaining toilet hygiene. With claims of 10x better cleaning, effective disinfection in five minutes, and long-lasting freshness, Harpic seeks to cement its place as a trusted hygiene partner in every Indian home.
Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia, commented, “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.”
The accompanying TV commercial, conceptualised by Havas Creative India, showcases common household cleaning struggles and how Harpic offers a scientifically advanced solution.
Anupama Ramaswamy, Joint Managing Director & Chief Creative Officer, Havas India, said,
“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 relatable & engaging campaign where Shahrukh 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!”
This strategic partnership represents a bold new chapter for Harpic, combining its century-old legacy with modern messaging to inspire more Indian families to make informed hygiene choices.
