Lawfirm

Argh. I am a week and a half behind on my commitment to provide a post on a ruling each week. Sorry, that is the beauty and curse of litigation. Back soon and will catch up. The good news is that there have been no new CIT and CAFC customs-related cases to report.

Set Wet has now a brand ambassador in the form of Aditya Roy Kapur. Since the take over of the brand by Marico, this is the first major shift in the strategy for Set Wet brand. According to media reports, Marico intends to position this brand for the youth and concentrate on hair styling products. The brand now has the endorsement from the upcoming star Aditya Roy Kapur. Watch the ad here : Set Wet Aditya Roy  Kapur The brand has retained the " Be Sexy " positioning but added some more class to the brand campaign.  The brand has also changed the tagline from " Very Very Sexy " to  " Sada Sexy Raho " meaning be always sexy. Despite the much used Sexy positioning, I liked the way Set Wet has used this theme. The brand is perceived to be a cool brand and the latest campaign emphasizes this coolness. I liked the execution of the ad and brings in a freshness to the brand. 

Cadbury Perk is a confused brand. Perk came into limelight with an epic fight between KitKat and Perk. Then both these brands went to two trajectories. While KitKat was able to find a direction in terms of positioning , Perk was totally a confused brand. Nestle then launched Munch to fight Perk. Perk kept on experimenting with advertising themes and positioning and still has not found its mojo.  Really I miss the magic of the launch campaigns of Perk  . From this classic ad, the brand went to meaningless campaigns and later somewhat settled into its glucose energy focus. While KitKat focused on Have a Break positioning, Perk was no where in the picture. Now Perk is again trying a new positioning featuring the Bollywood star Alia Bhatt.  The brand is running the campaign featuring the new celebrity endorser.  Watch the ad here : Alia Bhatt Perk Along with the new ad, Perk now has a new tagline " Jiyo Lightum Light"  which probably means to live life freely. ...

After some unworthy advertisement campaigns, Live-in has come out with a new campaign featuring the actor- Ajay Devgn. The brand is currently running the new campaign featuring the celebrity. The brand had come to the limelight with some smart campaign featuring Dino Morea with the focus on comfort as the USP.  Later the brand changed track and produced some averagely creative campaigns and faded into the clutter. This time around, the brand is putting its future on Ajay Devgn. The choice of the celebrity is interesting since he does not feature in the young brigade of celebrity endorsers. So wondering whether the brand is taking the risk of alienating the young consumers. The brand has retained its tagline " Can't Live Without " The  new campaign is somewhat ordinary without any wow factor. The presence of the actor gives some freshness to the otherwise forgotten brand other than that the new rejuvenation exercise delivers not much. Along with the new ad, the brand also ...

I was reading my daily devotion this morning and on the subject of intentions. I was immediately drawn into the meat of the subject and felt it was talking to me personally.  Can you relate?  Isn't it so true how we have all these good intentions, dream about how we are going to carry them out and then some how along the way, they get pushed aside and forgotten some how.  Well, not really forgotten, because they are still there dancing across the pages of our thoughts now and then, at least in my case. I am sure we can all agree to being guilty of not following through on good intentions to make something happen. As I read further, I understood the importance of  writing down the intentions beginning a plan to follow through with action. Moving from intention to action takes a plan.  This applies to all things in adopting a healthy lifestyle and staying true to taking care of the important things in life.  What has helped me is prayer and setting up challen...

The NAFTA Marking rules are a giant mystery to many people. Let's assume you are importing evaporator cores from Mexico. The cores are initially produced in South Korea and shipped to the U.S. From here, they are exported to a facility in Mexico that adds fittings and connections before shipping them back to the U.S. Once back here, they are used in the assembly of automotive air conditioners. When returned to the U.S., the cores are not NAFTA originating. You can assume that set of fact because it is what happened in CBP Ruling N014917 (Aug. 2, 2007). So, how do you analyze the origin of the cores? The U.S. has various rules used to determine country of origin. Most products that are not wholly the growth or product of a single country are deemed to originate in the last country in which it was subject to a substantial transformation, i.e. , a change in name, character, or use. See 19 CFR 134.1(b). That section goes on to say " however, for a good of a NAFTA country, the NA...

Losing 12 pounds is not only a realistic goal, but can be done before summer begins.  I am not talking about anything “fad” or unhealthy, but straight up implementation of consistent healthy eating, exercise, water, limited alcohol intake, and plenty of rest.  Application of a healthy lifestyle in all aspects will allow for approximately 1 ½ pounds on the lower end and up to 3 pounds on the higher end of weight loss per week.  Working successfully with clients who are implementing the healthy eating guidelines that are supplied with their workout routines are losing in the middle range of 2 pounds per week.  Think about what this means in terms of time and the realization that this is only six weeks of sticking to a consistent fitness program that promotes no diet but eating lots of fabulous healthy food, exercising that body at least four to five times per week for a minimum of thirty minutes, eliminating the sodas and keeping alcohol to not more than two nights per...

This summer, the 30 year old Frooti has got a bold makeover. Frooti has re-branded itself with a new logo, new packaging and ofcourse new brand communication. Frooti has a commanding 80% + share in the tetra-pack segment of the Rs 3500 crore Indian mango drink market. But the overall market share of the brand is only 11% in the total market. This is because the market is dominated by PET packs The brands like Maaza and Slice dominate the market with their PET bottle variants. More over, the company feels that Frooti is perceived to be a kid's brand thus alienating the young/teen consumers who now form the majority of the consuming class of these products. So along with the re-branding, Frooti has also changed the product formula with more juice pulp added to it. The re-branding also saw a change in the advertising agency . The company has roped in Sagmeister  & Walsh for this exercise. The result is a bold logo, new color for the packaging and a new campaign. Watch the tvc...

Life does not promise easy, fair, fun, happiness, or even health.  In fact, life is hard and guess what, work is required and never an option.  It is up to each one of us to create the lifestyle that we live and this is not going to be found in a jar, pill, powder, or shake.  If popping a “fit pill” was the answer to all things magical and provided the body of our dreams inside and out, then I definitely would not need to write this blog.  The facts are in and they have been for decades that the way to obtain a fit physique is through consistent healthy food intake, regular exercise, plenty of rest, water, and balance of life.  The “want it now” society tries every side-step method to achieve what can only be done through sweat producing work.  There is not a pill or shake that is going to teach a person how to shop and select healthy foods for life and they will surely not sprout legs and exercise so that we consume the activity benefits.  What usuall...

If you read this blog regularly, you know I have a certain affinity for nerd culture and, in particular, comic book superheroes. For example, I very much like the CW incarnation of Oliver Queen's Green Arrow. I will admit that the Green Arrow books did not do much for me the last time I regularly read them. When I last checked in. Oliver/Green Arrow was fighting a mutant polar bear, or something. If you follow Arrow on the CW, you might also like the podcast Quiver , which is both an episode recap and general discussion of the Arrow TV show. Amanda and Mike do a good job of commenting on the specific show and on the larger Arrow-related universe. Sometimes, they go a little off the deep end of fandom and "shipping" various romantic angles, but their podcast is informative and entertaining. And, it is called "Quiver," which brings me to this post. As you likely know, a quiver is the device archers use to hold arrows. A company called Kinsey's Archery imports...