Remember when I said Malik's was trying too hard (here), so we start off the year with more of the same. To be clear the ads are not "bad", they just don't appear "organic". As if - not sure how to put this - really, as if the audience wouldn't catch this so they have to be spelled out. I mean do we need to have the pun of "alam" (which can be written as "kalam" which means pen and "alam" which means pain) to be underlined to get it? So the ad goes "hopefully this year this is the only pen/pain" - points were awarded for the effort.