Shah Rukh Khan has been named the new brand ambassador of Harpic, a leading toilet and bathroom cleaner in India, in a move the company calls a “landmark moment” in its long history. Harpic, which claims to be present in one out of three Indian households, is aiming to extend its reach to every second home with the help of the Bollywood superstar’s popularity.
The partnership combines Harpic’s long-standing reputation for effective cleaning with Shah Rukh Khan’s strong public appeal and connection with Indian families. Harpic is currently used in more than 100 million homes in India, according to the company.
Owned by Reckitt, Harpic has been around for more than a hundred years and is known globally for its role in improving hygiene and sanitation. In India, the brand says it has empowered both urban and rural households by providing reliable, powerful cleaning products.
Shah Rukh Khan, who is referred to as the “King of Bollywood”, said he is proud to be associated with Harpic and supports the message of hygiene it promotes.
“I am proud to partner with Harpic, a brand that has championed hygiene and dignity in Indian homes for decades,” Khan said.
To kick off the campaign, Harpic will release a new television commercial titled Harpic Hai Na, which will feature Shah Rukh Khan and focus on the product’s features. The brand says the ad will highlight Harpic’s ability to deliver 10 times better cleaning, kill germs within five minutes, and provide a long-lasting fragrance.
Gautam Rishi, Marketing Director for Hygiene at Reckitt South Asia, said that Shah Rukh Khan was chosen because of how well he connects with Indian audiences and because his values match those of the brand.
“Shah Rukh Khan's 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,” Rishi said.
He added that while Harpic already reaches one in three Indian households, the company’s new goal is to be present in every second home in the country.
“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,” he said.
The partnership combines Harpic’s long-standing reputation for effective cleaning with Shah Rukh Khan’s strong public appeal and connection with Indian families. Harpic is currently used in more than 100 million homes in India, according to the company.
Owned by Reckitt, Harpic has been around for more than a hundred years and is known globally for its role in improving hygiene and sanitation. In India, the brand says it has empowered both urban and rural households by providing reliable, powerful cleaning products.
Shah Rukh Khan, who is referred to as the “King of Bollywood”, said he is proud to be associated with Harpic and supports the message of hygiene it promotes.
“I am proud to partner with Harpic, a brand that has championed hygiene and dignity in Indian homes for decades,” Khan said.
To kick off the campaign, Harpic will release a new television commercial titled Harpic Hai Na, which will feature Shah Rukh Khan and focus on the product’s features. The brand says the ad will highlight Harpic’s ability to deliver 10 times better cleaning, kill germs within five minutes, and provide a long-lasting fragrance.
Gautam Rishi, Marketing Director for Hygiene at Reckitt South Asia, said that Shah Rukh Khan was chosen because of how well he connects with Indian audiences and because his values match those of the brand.
“Shah Rukh Khan's 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,” Rishi said.
He added that while Harpic already reaches one in three Indian households, the company’s new goal is to be present in every second home in the country.
“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,” he said.
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