Reckitt launches campaign for new Harpic DrainXpert

Conceptualized by Havas Creative India

by e4m Staff
Published: May 14, 2025 2:52 PM | 2 min read

Reckitt has announced the launch of a campaing for a new product in its drain cleaner category with the all new Harpic DrainXpert.

Gautam Rishi, Marketing Director, Hygiene, Reckitt - South Asia, said, “With the new Harpic DrainXpert, we are bringing a powerful innovation to Indian households for kitchen clogs– a solution that is superior, fast, effective and easy to use. The product offers consumers a quick and efficient solution that eliminates even the toughest kitchen clogs in just 15 minutes^{^}. The new Harpic DrainXpert is a testament of our commitment to deliver superior products that simplify everyday life and enhance hygiene standards across India.”

The new campaign focuses on educating consumers about the advantages of using a specialized drain cleaner over conventional methods. Conceptualized by Havas Creative India, the film showcases Harpic DrainXpert’s new advanced formulation that effectively breaks down blockages, providing a hassle-free, efficient and faster cleaning experience for kitchen clogs, establishing a new standard for drain maintenance.

Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Creative India, said, "In today’s fast-paced life, we cannot afford to be late. And an ignored blocked kitchen drain can strike anytime and put our lives at a standstill, literally. And if that happens, you need nothing else but the fastest drain cleaner for kitchen clogs – Harpic DrainXpert. Our latest campaign delivers the same message with hard-hitting and relatable visual storytelling."