bombay-shaving
As brands increasingly name rivals to cut through advertising clutter, marketers weigh sharper differentiation against the risk of giving competitors free attention
The Delhi high court has declined to approve BSC’s revised advertisement
e4m Staff Sep 17, 2026 2:18 PM
For the ad industry, the question goes beyond the courtroom to how far can brands push a creative; legal experts say the aim should be to highlight one’s product, not take a dig at a competitor
Aryendra Khan and Shalinee Mishra Sep 17, 2026 9:31 AM
The dispute concerns whether the advertisement amounts to disparagement of Gillette and if the matter falls within the jurisdiction of the Delhi HC’s Intellectual Property Division
e4m Staff Sep 15, 2026 1:42 PM
Bombay Shaving Company Founder and CEO Shantanu Deshpande’s recent attempt to approach creators directly highlights the changing dynamics of brand-creator conversations
Shalinee Mishra Sep 15, 2026 9:47 AM
At e4m D2C Summit, Deepak Gupta of Bombay Shaving Company & Shaily Mehrotra of FixDerma & FCL joined e4m Editor Tasmayee Laha Roy to decode how to scale consumer brands
e4m Staff Sep 11, 2026 8:49 AM
Industry experts say D2C specialists can accelerate execution, but the brand must continue to own the consumer & data, retain ownership of the proposition and organisational learning
Shantanu David Sep 8, 2026 8:48 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores how FMCGs are embracing digital commerce, quick commerce, social media and direct consumer relationships
Ganapathy Viswanathan Aug 25, 2026 8:08 AM
Bombay Shaving Company will take charge of Palmolive’s consumer-facing advertising and customer relationships across e-commerce and D2C channels
e4m Staff Aug 18, 2026 4:18 PM