This global audience is demanding more cosmopolitan narratives. Jana Gana Mana (2022) discussed the politics of encounter killings and police brutality. Malik (2021) looked at the rise of Islamic political leadership in the coastal belt of Kerala.

For decades, the popular perception of Indian cinema outside the subcontinent was largely monolithic. It was Bollywood: song-and-dance spectacles, larger-than-life heroes, and the comforting embrace of the masala formula. However, in the last decade, a quiet but powerful revolution has shifted this paradigm. From the backwaters of Kerala to the global OTT stage, —often affectionately called Mollywood —has emerged not just as an industry, but as a cultural benchmark.

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On the other hand, supporters of the brand argue that the advertisement aimed to celebrate and showcase the rich cultural heritage of India, particularly the Malayali community. They believe that the ad humanized the brand and created a sense of relatability among the target audience.

"But my favorite era," Eliyas said, watching the rain intensify, "was the Parallel Cinema."