Bombay Shaving Company Revises Ad After Delhi High Court Order
Bombay Shaving Company has revised its "Switch4" advertisement following a direction from the Delhi High Court. The company maintains its stance on consumer choice as the core principle of the campaign.
Bombay Shaving Company (BSC) has modified its "Switch4" advertising campaign in compliance with an undertaking given before the Delhi High Court. The company asserts that the underlying "facts and principles" supporting the campaign, particularly regarding consumer choice, remain unchanged.
Founder Shantanu Deshpande stated that restricting consumer choice on blades is an "anti-market, anti-consumer business strategy." He added, "We stand by Switch4. We stand by innovation. And above all, we stand by the consumer’s right to choose," in a LinkedIn post.
The court's directive came after Gillette India alleged that BSC's advertisement disparaged its products. BSC, in turn, argued that it was a comparative advertising campaign and did not explicitly name Gillette.
Gillette also raised objections to a new BSC commercial during the proceedings, with its counsel describing it as obscene. The court declined to issue an order on the new ad, stating it could be considered if formally challenged. BSC maintained that the fresh advertisement did not refer to or disparage Gillette's products.
This marks the second legal dispute between BSC and Gillette concerning advertising. A previous case in 2024 involving a different BSC razor advertisement was resolved through mediation.