Advertisement expense towards creation of brand image is revenue in nature

ACIT Vs Rosebys Interiors India Ltd (ITAT Ahmedabad) ITAT Ahmedabad held that advertisement expenses incurred at the time of installation of additional machinery in the existing line of business resulted in any enduring benefit is revenue expenditure. Further, advertisement expenses incurred to create brand image is revenue expenditure. Facts- The assessee revised its return of income claiming advertising expenses to the tune of Rs. 21,28,55,537/-. During the course of assessment, AO observed that the said advertisement expenses were not debited to the profit and loss account by the assessee. ...