The tax department has increased demand on advertising, marketing and sales promotion(AMP) expenses of multinationals by about 15%, said the source. Hindustan Unilever, Procter & Gamble, Coca-Cola, Pepsi, Kraft Heinz, Samsung and LG are among those that have received the tax demands. Several others mainly in the consumer and FMCG space have been slapped with AMP notices for the first time, said the source.