Why are tax authorities running after PepsiCo's advertising spends?

Tax authorities are scrutinizing multinational corporations like PepsiCo over their advertising spends. The Delhi High Court ruling, implications of cross-border transactions, and tax deductibility of marketing expenses are discussed. Authorities are pursuing taxing advertising expenses, citing benefits to associated entities abroad, using a Brightline test, with courts tending to side with companies over complex branding value arguments.