The Delhi high court on Monday issued a show-cause notice to Colgate Palmolive India Ltd asking as to why a contempt proceeding be not initiated against it for airing a television commercial of its tooth powder featuring cine star Suniel Shetty despite a restraining order.

Directing Colgate Palmolive to give an explanation for continuing with the advertisement, Justice Mukul Mudgal fixed September 30 as the next date of hearing on the issue.

Dabur India Ltd had filed a contempt application alleging that Colgate was continuing with the advertisement which disparages its product Lal Dant Manjan despite an interim injunction in its favour.

The court on September 9 had restrained Colgate from airing its commercial showing cinestar Sunil Shetty stopping the buyers of Lal Dant Manjan informing them of its ill effects by rubbing it on a purchaser's spectacles while endorsing Colgate's product as 16 times less abrasive and non-damaging to the spectacles.

The court had said that its order will be operational from September 13.

However, Colgate had filed an appeal against the order before a division Bench seeking to stay the restrain order, which held that its advertisement disparages the product of Dabur's Lal Dant Manjan.

But, the Bench had declined to give a relief and issued notice to Dabur seeking its reply by September 29.