Harpic has launched its biggest innovation in over a decade with the introduction of the New Harpic Bathroom Ultra Cleaner, positioning it as India’s toughest stain removal specialist. The launch also marks the onboarding of filmmaker Rohit Shetty as brand ambassador, fronting the new campaign ‘Kaisa bhi ho daag, poora bathroom ULTRA saaf’.
Announced on February 21, 2026, the product is designed to tackle persistent bathroom stains common in Indian households, including yellow hard water marks, limescale buildup and tough rust stains. Harpic said many consumers rely on generic detergents, bleach and phenyl, which often fail against hard water stains and may damage surfaces. The new formulation promises visible shine and superior cleaning tailored for Indian bathrooms.
Rohit Shetty said the brand’s trust factor aligns with his own commitment to delivering consistently. Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia, said the innovation strengthens Harpic’s stain-removal leadership, while Anupama Ramaswamy of Havas Creative India termed the campaign “power-packed” and larger-than-life. In Kolkata, retailers say demand for specialised bathroom cleaners is rising amid hard water concerns in several city pockets. Trade analysts believe the new launch could intensify competition in the premium cleaning segment across eastern India.
