~ Gillette India files a commercial suit against Visage Lines Personal Care over Bombay Shaving Company’s Switch4 campaign — Gajraj Rao’s cartridge-choice film is now a Delhi High Court matter ~
New Delhi, September 2026: Gillette India has taken Bombay Shaving Company’s parent, Visage Lines Personal Care, to the Delhi High Court over the brand’s Switch4 razor campaign fronted by actor Gajraj Rao. Commercial suit CS(COMM) 1007/2026 was listed on 15 September 2026; the matter is pending and the court has not ruled on the merits.
Aruj Garg, Head – Razors & Shaving and Category, Bombay Shaving Company, said at launch: “Switch4 is an example of how we approach innovation at Bombay Shaving Company, by looking at everyday products and asking where we can genuinely improve the experience. We have introduced a four blade cartridge to work with popular three blade handles, while incorporating features such as an additional back blade and dual lubrication. The idea was to create a meaningful upgrade without asking consumers to change the handle they already use. Really, it’s about giving them a choice.”
The launch also stretched the “switch” idea into founder theatre: co-founder Shantanu Deshpande shaved off the beard he had been known for, turning a personal change into a live extension of the “Khul Ke Khel” brand idea. Earlier advertising clashes between Gillette and Bombay Shaving had already reached the Delhi High Court before settling; this filing reopens that competitive ad history around what rivals may treat as aggressive or
Marketing take: When a cartridge campaign argues consumers can leave a rival’s handle ecosystem, expect the category leader to answer in court as much as on air — comparative grooming ads in India still travel fast from TVC to docket.
disparaging category talk.Storyboard18 notes that Gillette’s specific allegations will only become clear from the pleadings and orders in the suit. Until then, Switch4 sits at the fault line of modern personal-care marketing — product choice versus ecosystem control — with a celebrity film now doubling as courtroom evidence.
Switch4 is a four-blade cartridge pitched to fit popular three-blade razor handles — a compatibility claim that lets users keep the handle they already own while moving to Bombay Shaving’s blades. The film leans on Rao’s conversational style to question lock-in in the razor-and-cartridge ecosystem, and the brand has also flagged an extra back blade, dual lubrication strips, and pricing pitched 33% below its stated benchmark for comparable blades.
