New Delhi, September 10 2026: Bombay Shaving Company has launched its latest campaign for Switch4, a new 4-blade cartridge that takes a different approach to the conventional razor-and-blade model.
The campaign, featuring actor Gajraj Rao, looks at a familiar consumer behaviour: people often continue using the razor handle they are accustomed to, even as they look for alternatives when it comes to replacement blades. Switch4 takes a different approach, introducing a 4-blade cartridge designed to fit popular 3-blade handles, allowing consumers to use their existing razor handle with a different cartridge.
At the heart of the campaign is an unconventional take on this established category behaviour, one that reflects Bombay Shaving Company‘s approach to grooming for a new generation, breaking free from old-school conventions and rethinking everyday grooming choices for today’s consumer.
The idea behind the campaign is rooted in a simple proposition: consumers should have a choice of blades without necessarily having to change the razor handle they already use.
Featuring Gajraj Rao, the film brings this thought to life through humour, using a familiar category convention as the starting point for a more contemporary conversation around choice. The campaign introduces Switch4, a 4-blade cartridge designed to fit popular 3-blade handles, with an additional back blade and dual lubrication strips. BSC is also positioning the product at 33% below its stated benchmark for comparable blades, adding a price dimension to the choice proposition.
For Bombay Shaving Company, this is also an expression of its overarching “Khul Ke Khel” brand idea, encouraging consumers to look at familiar routines differently and make choices on their own terms.
Speaking about the campaign, Aruj Garg, Head – Razors & Shaving and Category, Bombay Shaving Company, said, “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.”
Watch the film here: https://www.youtube.com/
And then, Shantanu shaved his beard
For Bombay Shaving Company Founder Shantanu Deshpande, the idea of switching became personal.
As part of the campaign launch, Shantanu shaved off his beard, a look he had been known for for years. The decision gives the campaign an unexpected real-world extension, with the co–founder of a shaving company himself making a very visible change to his appearance.
The beard shave adds a human and visual dimension to the campaign, while staying true to its irreverent tone. It also gives audiences a reason to look beyond the product and into the thinking behind the campaign.
The film and the shave together create two sides of the same idea: a brand questioning what consumers have traditionally been expected to accept in the shaving category, and its founder willing to make a switch of his own.