Tds on ad campaign services received from a foreign company

BASED ON THE INFORMATION PROVIDED,

THERE IS NO NEED OF DEDUCTING TAX ON PAYMENT AS IT  IS IN THE NATURE OF BUSINESS PROFITS(ARTICLE 7 1ST PARA)AND NOT IN THE NATURE OF ROYALTIES UNDER DTAA (IN ORDER TO BE IN THE NATURE OF ROYALTIES ,THE PAYEE SHOULD GIVE THE POSSESSION OF SUBJECT TO THE ASSESSE FOR USE..BUT IN THE SERVICE YOU ASKED ABOUT,THE TOTAL RESPONSIBILITY OF AD WILL BE TAKEN BY PAYEE)..