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

Bombay Shaving Company (BSC) founder Shantanu Deshpande said the company has revised its Switch4 advertisement in accordance with the undertaking given by the Delhi High Court (HC), while maintaining that the “facts and principles” behind the campaign remain unchanged.

“Consumers deserve choice. Locking consumers in with a handle and then limiting choice on blades is an anti-market, anti-consumer business strategy … We stand by Switch4. We stand by innovation. And above all, we stand by the consumer’s right to choose,” Deshpande said in a post on LinkedIn. 

The comment comes a day after the Delhi HC directed the startup to remove the ad campaign at the centre of its ongoing product disparagement dispute with Gillette India. The court on Thursday recorded compliance by the startup.

Gillette alleged that the advertisement disparaged its products, while the startup argued that it was a comparative advertising campaign and did not explicitly name Gillette.

The court’s latest proceedings also saw Gillette object to a fresh BSC commercial, with its counsel calling the advertisement obscene and seeking intervention. The court declined to pass an order on the new commercial, saying the issue could be considered if it was formally challenged. BSC maintained that the fresh advertisement did not refer to Gillette or disparage its products.

Gillette had also raised concerns over copies of the original advertisement continuing to circulate through social media accounts and influencers outside BSC’s control. The court allowed Gillette to approach the platforms directly for removal.

The latest dispute is the second legal clash between BSC and Gillette over advertising. In 2024, Gillette challenged a BSC commercial for its Sensi Smart 3 razor that depicted a competitor’s razor catching fire. The matter was resolved through mediation in February 2026 after BSC withdrew the challenged advertisement.

Gillette and BSC’s recent legal clash also comes on the heels of another D2C startup being taken to court by an incumbent over comparative advertising. 

Beco, a startup selling sustainable home care products, had run an advertising campaign titled “War on What’s Hidden” targeting Hindustan Unilever’s Surf Excel and Vim cleaning products. In the campaign, it claimed that certain ingredients in HUL’s products could lead to skin irritation and allergic reactions, and asked consumers to “Switch to BECO”. 

HUL challenged the ads in the Delhi High Court, alleging commercial disparagement, trademark infringement, and passing off. Ultimately, the court ruled in its favour, finding that Beco had not been able to establish its claims as factual and ordering the startup to take down all its related ads. 

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