India's High Commission has lodged a complaint with Australia's departments of foreign affairs and trade, communication and arts, and agriculture about an "offensive" lamb advertisement.
In a statement, the High Commission said the Meat and Livestock Australia (MLA) campaign was "hurting [the Indian community's] religious sentiments".
The television ad started airing on September 3 and features Hindu god Lord Ganesha, considered vegetarian by followers, among other deities, such as Buddha and Jesus, sitting at a table enjoying a meal with lamb.
"The Consulate General of India in Sydney has taken up the matter directly with Meat and Livestock Australia and urged them to withdraw the advertisement," the High Commission said in the statement.
"A number of community associations have also registered their protest with the Government of Australia and Meat and Livestock Australia."
A MLA spokesman said the organisation had undertaken "extensive research and consultation" while making the ad.
"Our intent is never to offend, but by acknowledging that lamb is a meat consumed by a wide variety of cultures, capture how such a gathering might look if one left their differing views at the door and came to the table with open arms, and minds" the spokesman said.
“MLA advertisements have a history of being irreverent and jovial but always with the intent of adhering to the Advertising Standards Code."
MLA was aware of concerns raised by community groups, he said, and were in the process of "meeting with and responding to these to better understand their concerns and to reiterate our positive intent behind the concept”.
One of those groups was the Queensland Indian Federation, with president Palani Thevar taking to MLA's Twitter page to demand the advertisement be removed.
Last week, the Advertising Standards Bureau (ASB) announced it would investigate after about 30 people complained about the advertisement.
An ASB spokesperson told SBS World News most people's complaints cited discrimination and vilification on the grounds of religion.
