Released in October 2021, the 1-minute-50-second teaser became the most-watched Malayalam teaser of the year. Specifically, the shot of Tovino Thomas catching a coconut mid-air and crushing it was turned into a million GIFs and reaction memes.
: While originally a Tamil independent song by Dhee and Arivu, Malayalam content creators, dancers, and musicians flooded YouTube with highly viewed covers and fusion dance routines, keeping it trending for months.
The shift to digital entertainment exponentially boosted the popularity of YouTube, Instagram Reels, and music streaming videos in Kerala. 1. Viral Music Tracks and Lyrical Videos Music was a major driver of digital traffic in 2021.