The former captain of the Indian women's cricket team, Mithali Raj, has become the latest celebrity to feature in an advertisement for Reckitt's Harpic toilet cleaner. In a humorous scenario, Raj is depicted leaving her daily activities to conduct a 'Toilet Review System' at a household plagued by stubborn stains and discoloration in their toilet.
The Case for Harpic's Superiority
The ad humorously underscores the effectiveness of Harpic over ordinary detergents, positioning the brand as a superior solution for toilet cleanliness. This forms part of a new 20-second commercial by Harpic, known for its engaging ads featuring celebrities inspecting the cleanliness of toilets in everyday homes.
A Tradition of Celebrity Endorsements
For over two decades, Harpic has utilized celebrity visits to ordinary homes as a core advertising strategy. Notable personalities like actor Akshay Kumar and TV hosts Hussain and Vishal have previously been ambassadors, with many Indian households familiar with these campaigns.
Introducing Female Celebrity Endorsement
The notable aspect of the new advertisement is the introduction of a female celebrity, Mithali Raj, marking a first in Harpic's promotional history. Her appearance is timely during the Indian Premier League (IPL) season, a period when male cricketers frequently dominate advertisements, making Raj's presence particularly distinctive.
Focused Advertising Strategy
Interestingly, the advertisement doesn’t target other toilet cleaners like HUL's Domex or Dabur's Sanifresh, but instead focuses on challenging the efficacy of regular detergents. This strategic choice highlights Harpic's unique selling propositions without directly confronting competitors in the toilet cleaner segment.
Recent Marketing Efforts by Harpic
Recent campaigns from Harpic have addressed issues such as imitation products and affirmed the brand's market leadership. In a bold move, Akshay Kumar, a long-standing endorser since 2018, featured in an ad claiming no other toilet cleaner could match Harpic, humorously discovering the only superior product was Harpic's own new variant.
Product and Marketing Details
The Mithali Raj advertisement promotes Harpic Power Plus, available in three fragrances: Original, Orange, and Rose. It is sold in six different SKUs across major retail platforms, including Amazon, Flipkart, and Big Basket. Additionally, Harpic offers a comprehensive range of cleaning and freshening products listed on its India website.
Ongoing IPL Sponsorship
Reckitt’s Harpic continues its engagement with cricket fans as one of the broadcast sponsors on Star Sports for the ongoing IPL, leveraging the cricket season to maximize its reach and impact.
