Shah Rukh Khan opens his arms—for Harpic

Even when promoting a toilet cleaner, Shah Rukh Khan’s signature arms-wide-open gesture can stir the hearts of millions. Reckitt, the owner of Harpic, appears to know this well. The company has released a 15-second teaser featuring the actor in a white shirt and blue blazer, holding a bottle of Harpic with a knowing smile: “Harpic hain na,” he says, eyes twinkling. There is, evidently, more to come.

This is Shah Rukh Khan’s first appearance in any Harpic campaign. The brand has officially appointed him as its brand ambassador. And his debut raises an obvious question: where is Akshay Kumar? Kumar has been the brand’s ambassador since 2018. Is this a case of one Bollywood megastar replacing another, or will the two share screen space in a rare brand multiverse?

Speaking about his association with the brand, Shah Rukh Khan said, “Cleanliness begins with small but meaningful actions. I am proud to partner with Harpic, a brand that has championed hygiene and dignity in Indian homes for decades. I have great respect for the unsung heroes — homemakers — whose dedicatio~n ensures the health and happiness of families. They deserve the best. With Harpic Hai Na, every home can count on superior hygiene plus cleaning action^, and lasting freshness — delivered in just five minutes. Much like the reassurance one seeks in life’s important moments, Harpic Hai Na stands as a dependable partner in every household.”

The pair were last seen together in an advertisement for Vimal, a pan masala brand whose association with harmful chewing products prompted controversy. Kumar, in particular, faced significant backlash and later issued a public apology, stepping away from the endorsement altogether.

Commenting on the announcement, Gautam Rishi, marketing director, hygiene, Reckitt – South Asia, said, “We are thrilled to welcome Shah Rukh Khan to the Harpic family. His 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. 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.”

The newly launched TVC starring Shah Rukh Khan, conceptualized by Havas Creative India.

Anupama Ramaswamy, joint managing director and chief creative officer Havas India said “What does Havas Creative do when Harpic, a market leader asks us to take it to the next level from the numero uno position it already is? We think not big, but king size. We suggested bringing onboard none other than King Khan! We have developed relatable & engaging campaign where Shahrukh Khan becomes an ally to every homemaker and makes her life easy because of Harpic’s superiority^. And in his signature style he charmingly says – Harpic Hai Na!” 

(This article has been updated with additional information.)