Can IndyaDekho defer and amortise the expenditure over brand building incurred over future years?

Paragraph 69 of Ind AS 38 provides that, in some cases, expenditure is incurred to provide future economic benefits to an entity, but no intangible asset or other asset is acquired or created that can be recognised. Paragraph 69 of Ind AS 38 provide that expenditure on research, training, advertising and start up activities (unless start-up costs are includible in the cost of an item of property, plant and equipment in accordance with Ind AS 16) will not result in the creation of an intangible asset that can be recognised in the financial statements. Further, paragraphs 48 and 63 of Ind AS 38 also specifically prohibit recognition of internally generated goodwill and brands as an intangible asset. Advertising and promotional activities enhance or create brands or customer relationships, which in turn generate revenues. In some cases, such costs cannot be distinguished from the cost of maintaining or enhancing the entity's internally generated goodwill or developing the business as a whole or running day to day operations. Further, it is also difficult to determine whether there is an internally generated intangible asset distinguishable from internally generated goodwill. In the present case, the expenditure that IndyaDekho has incurred on promotional and advertising activities is to develop or enhance branding, goodwill building or customer relationship and, therefore, should not be amortised over future years and should be charged off to the profit or loss as incurred.