Digital marketing expenditure remains revenue expenditure when recurring services promote existing business without creating a capital asset.
Recurring digital marketing and platform-facilitation expenditure incurred to promote an existing business is revenue expenditure where it creates no asset or advantage in the capital field. Digital advertising, media management, search-engine optimisation, SMS broadcasting, content generation, video production and social-media strategy required repeated promotional spending and merely improved customer traffic, sales and commission income; the expenditure was allowable under Section 37. Payments for digital-platform search and product-display services similarly enabled product visibility, corrected search terms and improved customer access without procuring a capital asset or enduring capital advantage; they were also allowable under Section 37. The enduring-benefit test applies commercially, not mechanically.
Issues: (i) Whether expenditure on digital advertising, media management, search-engine optimisation, SMS broadcasting, content generation, video production and social-media strategy was capital or revenue expenditure; (ii) Whether payments for digital-platform search and product-display services were capital or revenue expenditure.
Issue (i): Whether expenditure on digital advertising, media management, search-engine optimisation, SMS broadcasting, content generation, video production and social-media strategy was capital or revenue expenditure.
Analysis: The expenditure was incurred for recurring promotional campaigns intended to increase customer traffic, sales and commission income. It neither resulted in acquisition of an asset nor created an advantage in the capital field. The services required repeated incurrence in the competitive digital market and merely facilitated more efficient and profitable conduct of the existing business without altering its profit-making apparatus. The enduring-benefit test was applied commercially and not mechanically.
Conclusion: The sales-promotion expenditure was revenue expenditure allowable under Section 37 of the Income-tax Act, 1961, in favour of the assessee.
Issue (ii): Whether payments for digital-platform search and product-display services were capital or revenue expenditure.
Analysis: The services enabled display of high-selling products, correction of customer search terms and improved product search functionality, thereby facilitating customer access and generating sales. They did not create or procure a capital asset or enduring advantage in the capital field.
Conclusion: The payment for digital-platform search and product-display services was revenue expenditure allowable under Section 37 of the Income-tax Act, 1961, in favour of the assessee.
Final Conclusion: The deletions of both disallowances were sustained because the disputed outlays were incurred in the ordinary course of promoting and facilitating the assessee's existing digital business.
Ratio Decidendi: Recurring digital marketing and platform-facilitation expenditure that creates no asset and merely improves the conduct of an existing business is revenue expenditure, notwithstanding any temporary business advantage derived from it.