Shah Rukh Khan Joins Harpic, Ushering a New Cleanliness Era
Reckitt appoints Shah Rukh Khan as Harpic ambassador, replacing Akshay Kumar in a spirited “Harpic Hai Na” campaign that champions home hygiene.
Prakhar
A Regal Debut for a Toilet Cleaner
Even in a simple white shirt and blue blazer, Shah Rukh Khan’s arms-wide-open signature gesture still kindles millions of hearts. Reckitt unveiled a 15-second Harpic teaser featuring SRK cradling the bottle, smiling as he declares, “Harpic hain na”. This marks SRK’s first appearance in any Harpic campaign, instantly generating curious questions about Akshay Kumar, who had served as the brand’s ambassador since 2018
From Akshay to SRK: A Brand-Ambassador Shift
Kumar’s eight-spot stint ended quietly; while he once fronted a controversial pan-masala campaign that cost him public favour, SRK now steps in as the uncontested “King” of endorsements. The teaser’s timing suggests either a complete replacement ormore intriguingly—a potential brand multiverse where both megastars co-exist in future campaigns.
An SRK-Infused Promise of Purity
In his launch statement, Khan emphasised small acts of cleanliness and honoured homemakers as “unsung heroes” who ensure family health and happiness. He said,
“With Harpic Hai Na, every home can count on superior hygiene plus cleaning action, and lasting freshness delivered in just five minutes.”
This messaging frames Harpic as not just a product, but a partner in daily life, mirroring Khan’s ethos of reliability and trust.
Reckitt’s Vision and Campaign Crafting
Gautam Rishi, Reckitt’s South Asia marketing director for hygiene, declared that Khan’s values align perfectly with Harpic’s journey of science-backed innovation and household trust built over two decades. He revealed the ambition to double Harpic’s household reach, expanding from one in three homes toward every second home in India.
The TVC, conceptualised by Havas Creative India, leverages SRK’s star power and relatability. Anupama Ramaswamy of Havas explains,
“When a market leader asks us to take it to the next level, we think not big, but king size. So we bring in King Khan!”
Building Emotional and Functional Appeal
The campaign strikes a rare balance:
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Emotional Hook: SRK’s genuine respect for homemakers and his reassuring presence.
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Functional Claim: Five-minute superior cleaning action that erases germs and odour.
This duality—featuring both heartfelt storytelling and a hard-working product demonstration—positions Harpic as indispensable for modern Indian households.
What Marketers Can Learn
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Celebrity Alignment: Match the ambassador’s personal brand with product values for authenticity.
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Hybrid Storytelling: Blend emotional narratives with clear functional benefits.
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Teaser Momentum: Start with a short, curiosity-driven reveal to build anticipation.
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Cultural Resonance: Honour everyday heroes (homemakers) to deepen brand empathy.
Looking Ahead
With Shah Rukh Khan now championing Harpic, Reckitt has supercharged its promotional horsepower. Whether Kumar ever returns to a shared campaign remains to be seen, but one thing’s clear: “Harpic hai na?” just got a royal endorsement—inviting every Indian household to embrace a five-minute ritual that safeguards health, dignity, and peace of mind.
