In its 100th year, Harpic highlights the importance of cleaning and disinfection in India

·         Harpic launches two new campaigns with Akshay Kumar

·         The new campaigns highlight the disinfection efficacy of its products including against the Covid-19 virus

·         Campaigns aim to educate its consumers on the need to disinfect toilets and bathrooms

National, September 15, 2020: For 100 years, Harpic has been working towards providing clean and hygienic sanitation solutions across the world. Being a leader in the toilet care category in India, Harpic has been pioneering the cause of hygiene and sanitation in Indian homes for decades.

Both, Harpic Toilet Cleaner and Harpic Bathroom cleaner have been tested by internationally accredited external laboratories and have been proven to effectively kill >99.9% germs and the Sars-Cov-2 (Covid-19) virus when used undiluted.

Harpic, with its new brand campaign- ‘Saaf Nahi Swachh’, is educating consumers on superior hygiene and disinfection of toilets and bathrooms at home to protect their family’s health & well-being.

Sukhleen Aneja, CMO & Marketing Director, RB Hygiene, South Asia said, “Over the last 100 years, Harpic has been a champion in providing access to clean and hygienic sanitation solutions across the world. Its communication has been focused on driving behavior change. With our new ‘Saaf Nahi Swachh’ campaign, we’d like consumers to adopt superior disinfection at home to keep their loved ones protected.

Harpic’s range of Toilet and Bathroom cleaners not only provide superior cleaning and disinfection but have also been found effective at killing the Covid-19 virus while being extremely water efficient vs commonly used detergents.”

Akshay Kumar, Actor as the brand advocate commented, “Being associated with Harpic has helped me reach out to Indian audiences and educate the Indian audiences them on the need for optimum hygiene and sanitation. During the ongoing pandemic, where everyone is aware of the need to wash hands, disinfect floors and surfaces, cleaning toilets & bathrooms that can have illness causing germs is equally important. I am certain that this campaign will be a message for consumers not just to clean but also to disinfect their bathrooms and toilets, thus avoiding the spread of infection.”

Dr. Skand Saksena, Director R&D, RB Hygiene, South Asia highlighted, Harpic plays an important role in providing superior solutions that effectively clean and disinfect toilets/bathrooms. Both, Harpic Toilet Cleaner and Harpic Bathroom cleaner, have been scientifically proven to successfully kill Sars-Cov-2 virus when used undiluted. These products, therefore, play a contributory role in protecting homes and families during this tough time.”

The Harpic ad film has been created by Havas Media.

TVC Link & Credits

Harpic se karo toilet sirf Saaf nahi Swachh

Harpic Bathroom Cleaner the all-rounder for your bathroom

Harpic’s Digital Film with Akshay Kumar

Production house: Collective Art Private Limited

Executive Producer: Saurabh Kabra, Ajay Pathak and Jay Gala

Director: Shashanka Ghosh

DOP: Ayananka Bose

Music director: Aman Pant

Offline Editor: Bhupesh Sharma


RB* is driven by its purpose to protect, heal and nurture in a relentless pursuit of a cleaner, healthier world. We fight to make access to the highest-quality hygiene, wellness and nourishment a right, not a privilege, for everyone.

RB is proud to have a stable of trusted household brands found in households in more than 190 countries. These include Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Woolite, Air Wick and more.  20 million RB products a day are bought by consumers globally.

RB’s passion to put consumers and people first, to seek out new opportunities, to strive for excellence in all that we do, and to build shared success with all our partners, while doing the right thing, always is what guides the work of our 40,000+ diverse and talented colleagues worldwide.

For more information visit

*RB is the trading name of the Reckitt Benckiser group of companies

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