A TV ad for skin-lightening cream in India has sparked an uproar with women's groups, causing one company to take its ad off the airwaves.

India has seen a huge growth in the number of lightening products and women's groups say the ads are insulting and racist because they equate fairer skin with success.

One ad for "Fair and Lovely" has been pulled off the air.

"It's a highly racist campaign. It equates fairness with beauty," said Brinda Karat of the All India Democratic Women's Association.

The ad that was pulled showed a dark-skinned girl's father bemoaning that his daughter's salary was not high enough. The girl uses the cream, becomes fairer, and gets a better paid job as an air hostess, making her father happy.

"There is a cultural base in India for this," said Karat. "(These products) are taking advantage of that and exploiting that very backward understanding. The advertising...is demeaning to women and should be off the air."

Hindustan Lever, the manufacturer of "Fair and Lovely," says it acknowledges the concerns raised.

"Some individuals or organizations have expressed objections against specific...advertisements," said the company in a release. "As a responsible company, we have taken note of these objections and will address them."

The company has other ads still running and refuses to withdraw them.

The controversy has the Indian government looking into the ads and the skin-lightening industry.

"I do not like the concept of moral policing. But some of these ads have really been very irresponsible," said Rita Vorimer of the ruling BJP party.

Vorimer says the ads were "polluting" the minds of India's youth.

"The government has a responsibility to stop all this nonsense."