Harpic is strengthening its leadership in hygiene by launching the Bathroom Ultra Cleaner, its first major innovation in bathroom cleaning in over ten years. To support the launch, the brand has teamed up with filmmaker Rohit Shetty to combine powerful storytelling with effective cleaning.
Bathrooms in India, especially in areas with hard water, often face stubborn yellow stains, limescale, and rust marks. Although detergents and bleach are popular quick fixes, they are not always designed to tackle heavy mineral build-up.
Harpic’s new Bathroom Ultra Cleaner is a specialized product made to target hard water stains and scale that regular cleaners often miss. By addressing these common problems, the brand hopes to improve bathroom hygiene in Indian homes.
The launch is backed by a bold campaign centered on the slogan:
“Kaisa bhi ho daag, poora bathroom ULTRA saaf.”
The campaign highlights Harpic’s stain-removal expertise and showcases the Ultra Cleaner as a strong, reliable solution for everyday bathroom problems. Its tone matches Rohit Shetty’s bold and action-packed style.
Speaking about his association, Shetty drew parallels between audience expectations in filmmaking and brand trust in consumer products. He highlighted how consistent performance builds credibility, a sentiment that aligns with Harpic’s long-standing positioning in bathroom hygiene. According to him, the new Ultra Cleaner represents the brand’s effort to raise the bar yet again.
Gautam Rishi, Marketing Director – Hygiene, South Asia at Reckitt, said the product is specially made for India’s hard water. He called the launch a move to boost Harpic’s leadership in stain removal with a high-performance cleaner designed for Indian homes.
Anupama Ramaswamy, MD and Chief Creative Officer at Havas Creative India, called the Ultra Cleaner the brand’s “new hero.” She said the campaign was designed to be as memorable and powerful as its ambassador, making sure it stands out everywhere.
The campaign will launch across multiple media channels, blending broad reach with eye-catching storytelling. With a product that fights tough stains and a campaign that grabs attention, Harpic is strengthening its lead in the category while showing fresh innovation.
After more than a decade without a major innovation in the bathroom segment, the launch of the Ultra Cleaner signals a strategic push that blends functional efficacy with cinematic scale.