TDS on payment to Brand ambassador

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I am working with a private ltd company 

I would like to know whether tds is applicable on payment to brand ambassador and it is covered under which section and  if applicable what is the limit.

Also kindly let me know if airline booking is done through company's appointed agency then is tds applicable?

Replies (1)
Brand fee amounts to royalty liable to TDS under section 194J

Payment for services to ticket booking agency will be under 194C subject to section conditions.

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