New Delhi, Sept. 16 -- The Delhi High Court has ordered Bombay Shaving Co. to take down an advertisement by Wednesday evening after rival Gillette India challenged the campaign, arguing that it indirectly harmed the company.

"Make sure that this goes down.it should not be there in the morning," Justice Jyoti Singh said, ordering the advertisement to be taken down without prejudice.

At a hearing on Tuesday, lawyers for Gillette India said the company has a 97% market share, arguing that any advertisement targeting a rival would effectively target Gillette.

Bombay Shaving Co. (BSC) sought time to return with an amended version of the advertisement, and the court listed the matter for another hearing on Wednesday at the request of its law...