2020 (5) TMI 335

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.... SAINI, J.M. This appeal by Revenue has been directed against the Order of the Ld. CIT(A)-22, Delhi, Dated 11.09.2017 for the A.Y. 2014-2015, challenging the deletion of addition of Rs. 2,06,37,597/- on account of advertisement expenditure incurred on brand building under section 37 of the I.T. Act, 1961. 2. The Ld. CIT(A) noted that the only issue involved in this case is disallowance of expend....

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.... therefore, following his Order for the A.Y. 2013-2014, deleted the entire addition and allowed the appeal of assessee. 3. Learned Counsel for the Assessee, at the outset submitted that the issue is covered by the Order of ITAT, Delhi Bench in the case of same assessee for the A.Y. 2010- 2011 in ITA.No.724/Del./2016 in which vide Order Dated 11.04.2019, the Departmental Appeal for identical groun....

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....mpanies have to incur advertisement expenditure year after year to keep products fresh in the minds of the public. In our considered opinion, such expenditure cannot partake the character of giving any enduring benefit. In our considered opinion, the Assessing Officer has grossly erred in treating such expenditure as intangible asset and on facts of the case, the findings of the Id. CIT(A) needs n....