TDS on payment to actor/celebrity for insta story

Hi all

What is TDS on payment to any person(celebrity) for posting story/images on instagram for promotion of a company with relevant section?
Replies (2)
Quick Summary
This discussion explores the Tax Deducted at Source (TDS) applicable when paying actors or celebrities to post promotional stories or images on Instagram. The core question is which section of the Income Tax Act applies, with a suggestion that Section 194J (professional services) might be relevant, though its applicability is debated due to the nature of the service.

I think 194j will attract because they are rendering their proffesional services
But there is no use of skills / professional knowledge?

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