MUMBAI: Delhi Police has asked Zee TV to remove promotional hoardings of its upcoming soap Ghar Ki Lakshmi Betiyaan saying the copy used was demeaning to women.

Reportedly, the police has written a letter to the channel, drawing its attention to the advertisement which carries punchlines such as "Bete ek fayda, betiyan ek ghata", "Beta apna dhan, betiyan paraya dhan".

"The advertisement smacks of gender bias and is demeaning to women. We have asked them to remove the hoardings put up at several places in the capital immediately," a PTI report quotes Delhi Police.

The soap was earlier in the news with Zee accusing Star of not only lifting the title of the show, but also the format for an upcoming Star One soap. Star in its turn countered the charges claiming early registration of the theme and the title in various copyright bodies.

Zee TV has scheduled the launch of the soap for 25 September. Ghar Ki Lakshmi Betiyaan is produced by Dheeraj Kumar's Creative Eye.