Bombay Shaving Company Revises ‘Switch4’ Ad Post Delhi High Court Direction

Shantanu Deshpande, founder of Bombay Shaving Company (BSC), revealed that the company has modified its Switch4 advertisement to comply with a recent court order from the Delhi High Court, while asserting that the campaign's underlying "facts and principles" remain intact. In a LinkedIn post, Deshpande emphasized the importance of consumer choice, arguing that restricting options with a handle and limited blades is an "anti-market, anti-consumer business strategy."

Deshpande reiterated BSC's commitment to the Switch4 campaign, its innovations, and the consumer's right to select products.

The Delhi High Court had previously ordered BSC to take down the video ad at the heart of its ongoing dispute with Gillette India. The court affirmed compliance with the directive following the startup's response. Gillette had accused BSC of disparaging its products through the advertisement, while BSC contended it was comparative advertising without explicitly naming Gillette.

The court's latest proceedings also addressed a fresh commercial by BSC, which Gillette deemed obscene and requested intervention. However, the court did not rule on the new commercial, citing the possibility of addressing it if formally challenged.

BSC maintained that the subsequent advertisement did not disparage Gillette or its products. Gillette had also expressed concerns regarding copies of the original ad circulating on social media platforms and through influencers outside BSC's control. The court permitted Gillette to approach these platforms to request the removal of unauthorized copies.

This legal conflict marks BSC's second disagreement with Gillette over advertising practices. In 2024, Gillette contested a BSC commercial for the Sensi Smart 3 razor, alleging that it depicted a competitor's product in a dangerous light, which was later resolved through mediation in February 2026. The recent legal battle between BSC and Gillette also follows another instance where a D2C startup faced legal action from a market leader over comparative advertising.

In this case, BeCo, a sustainable home care product startup, ran an ad titled "War on What's Hidden" targeting HUL's Surf Excel and Vim cleaning products. The campaign claimed that certain ingredients in HUL's products could cause skin irritation and allergic reactions, urging consumers to "Switch to BECO". HUL sued the startup in the Delhi High Court, alleging commercial disparagement, trademark infringement, and passing off.

Ultimately, the court ruled in favor of HUL, finding that BeCo had not substantiated its claims, and ordered the startup to remove the advertisements.