Reckitt Unveils New Campaign for Harpic DrainXpert: Targeting India’s Toughest Drain Clogs

Introduction: Tackling Drain Blockage with a New Hero Product

Reckitt, the global leader in hygiene, health, and nutrition, has rolled out an impactful new campaign introducing Harpic DrainXpert, a revolutionary solution designed to tackle one of the most persistent household problems — clogged drains. As India’s bathroom cleaning market becomes more specialized, Reckitt is stepping forward with innovation that goes beyond surface cleaning to address deep hygiene concerns.

With DrainXpert, Harpic expands its legacy of transforming bathroom care, providing Indian households with an easy, effective, and fast-acting drain cleaner for both kitchens and bathrooms. The campaign focuses on consumer education and demonstration, emphasizing how DrainXpert clears tough clogs in just 30 minutes.

Product Insight: What is Harpic DrainXpert?

Harpic DrainXpert is an advanced formulation designed to dissolve food particles, soap scum, hair, and grease — the common culprits behind blocked drains. Unlike traditional home remedies, DrainXpert requires no mixing, no waiting overnight, and no harsh tools.

Available in a convenient 500ml bottle, it is safe for all types of plumbing and does not damage pipes. The product is positioned as a must-have for modern Indian homes dealing with regular drainage issues due to increasing urban density and outdated plumbing infrastructure.

Campaign Message: “Jammed Nali? DrainXpert Hai Na!”

The core of the campaign is built around a simple, catchy message — “Jammed Nali? DrainXpert Hai Na!” (Clogged drain? DrainXpert is here!). This tagline not only targets pain points directly but also assures quick resolution, creating a sense of trust and ease.

The storytelling is designed to resonate with everyday users — homemakers, working professionals, and even students living independently — who often struggle with blocked kitchen or bathroom drains. The narrative centers on real-life moments of frustration and relief that follow the usage of the product.

Visual Storytelling: Real Homes, Real Results

The commercial showcases a relatable Indian family dealing with a clogged sink just before guests arrive. With tension rising, a quick pour of Harpic DrainXpert leads to dramatic relief as water flows smoothly again. The visual treatment highlights the power of the product through clean animations, reaction shots, and a fresh, modern look to the bathroom environment.

Color-coded packaging and animated clogs dissolving into clear drains deliver the product’s core promise — performance you can see.

Target Audience: The Modern Indian Household

The campaign is aimed at:

• Homeowners who value cleanliness and convenience.

• Young professionals managing homes independently.

• Urban families in apartment complexes with complex plumbing.

• Hospitality and small businesses like cafes or hostels facing regular drainage challenges.

By showing practical scenarios in middle-class Indian homes, Reckitt positions DrainXpert not as a luxury but a utility product — essential, affordable, and effective.

Multimedia Campaign Rollout

Reckitt’s marketing push is being executed across multiple platforms to maximize reach:

• Television commercials on regional and national entertainment channels.

• Digital videos on YouTube, Instagram, and Facebook.

• How-to content on e-commerce platforms like Amazon and Flipkart.

• Retail displays and end-cap branding in supermarkets and kirana stores.

• Influencer-led content demonstrating product usage in real bathrooms.

The omnichannel approach ensures that consumers not only hear about the product but also understand exactly how to use it and where to buy it.

Why DrainXpert Is a Game Changer

Until now, the Indian market has lacked a trusted brand in the drain cleaner category. Most consumers either ignore the problem until it becomes serious or use manual methods like plungers or boiling water. Harpic DrainXpert is a game changer because it:

• Requires no scrubbing or touching clogged waste.

• Works in under 30 minutes.

• Is safe on pipes and septic systems.

• Comes from a brand synonymous with hygiene and trust.

With rising awareness around home sanitation and convenience, DrainXpert is entering the market at a perfect time.

Looking Ahead: What This Means for Harpic as a Brand

With the launch of DrainXpert, Harpic is moving beyond being just a toilet cleaner brand. It is becoming a full-spectrum bathroom care provider. This aligns with Reckitt’s larger vision to own every corner of the hygiene conversation in Indian homes — from the toilet to the sink to the drain.

The campaign reinforces Harpic’s evolving brand identity — one that doesn’t just clean, but solves real problems, fast.

Conclusion: Cleaning Just Got Smarter

The launch of Harpic DrainXpert is more than a product introduction — it’s a movement toward smarter, cleaner, and more convenient home hygiene. With its powerful messaging, relevant product innovation, and strong brand backing, DrainXpert is poised to make clogged drains a thing of the past.