Brands
Gillette India takes Bombay Shaving Company to Delhi HC over Switch4 ad
Gajraj Rao-led campaign challenges razor cartridge lock-in as fresh advertising dispute goes to court
NEW DELHI: Gillette India has approached the Delhi High Court in a fresh advertising dispute with Visage Lines Personal Care, the company behind Bombay Shaving Company, over its Switch4 razor campaign featuring actor Gajraj Rao.
The commercial suit, CS(COMM) 1007/2026, was listed before the Delhi High Court on 15 September, with Gillette India as the plaintiff and Visage Lines Personal Care as the defendant. The matter is pending, with the court yet to rule on the merits.
The dispute centres on Bombay Shaving Company’s Switch4 campaign, which questions the conventional razor-and-cartridge model and promotes its four-blade cartridge as an alternative for consumers who already use three-blade razor handles.
The campaign’s central pitch is compatibility. Bombay Shaving Company says its Switch4 four-blade cartridge can be used with commonly available three-blade razor handles, allowing consumers to retain their existing handle rather than replace the entire shaving system.
Gajraj Rao features in the campaign, using his conversational style to question why consumers should remain tied to a particular razor-and-cartridge ecosystem. The messaging takes aim at what the brand describes as consumer lock-in and encourages users to switch at the cartridge level.
The product is marketed with features including dual lubrication strips and an additional blade at the back. Bombay Shaving Company co-founder Shantanu Deshpande has also backed the campaign, including by shaving his trademark beard around the launch to reinforce its “switch” proposition.
The latest legal challenge adds to the competitive advertising history between the two shaving brands. Bombay Shaving Company has previously faced disputes over comparative advertising, including a 2025 complaint from Philips over an Instagram reel comparing its OmniBlade with Philips OneBlade. BSC agreed to remove the reel after Philips approached the Delhi High Court.
Details of Gillette India’s specific allegations in the present Switch4 case will be assessed from the pleadings and court orders. The Delhi High Court has not yet ruled on the merits of the dispute.
