MUMBAI: Harpic, the leader in the Lavcare category, has launched the all-new Harpic Bathroom Cleaner 10x - with 10 times more power. The new campaign “Naya Bathroom Mubarak Ho”, promises a new bathroom in a bottle to consumers, giving them the joy of a new bathroom forever.

The campaign featuring Harpic’s brand ambassador Akshay Kumar is highlighting the importance of using a specialist cleaner to get rid of tough stains, which when cleaned with ordinary detergents tend to accumulate over years, making the bathroom looking old and worn out. As part of the new mega 360 campaign across TV, print, digital, point of sales; Kumar will be re-enforcing this message and encouraging women to try the new Harpic Bathroom Cleaner that cleans 10 times more effectively than detergent and gives you the joy of a perfectly sparkling bathroom, looking like new.

On the announcement South Asia RB Hygiene Home CMO, marketing director Sukhleen Aneja said, “The Harpic bathroom franchise has unarguably been one of the most successful launches in the household cleaning space. We are very happy to share the news of a mega re-stage on the franchise via our new campaign ‘Naya Bathroom Mubarak ho’. Our objective is to establish relevance with our consumers through a provocative campaign that challenges their current belief and drive habit change from detergents to a specialist bathroom cleaner. As a leader in lavcare, we launched the new and improved Harpic Bathroom Cleaner today that is 10 times more powerful than a detergent. Through our “Naya Bathroom Mubarak Ho” campaign, we are hoping to make people realise how simple and easy stain removal is for our entire bathroom, giving them the joy of a new bathroom forever.”