During the promotions of the Malayalam film Athiradi, one thing that clearly stood out was actor-producer Basil Joseph’s infectious and innocent laughter. If you were among those exposed to Athiradi’s promotional content, chances are Joseph’s now-viral laugh stayed with you long after.

The banter between the cast, including Tovino Thomas, Vineeth Sreenivasan, and Shaan Rahman, along with their goofy jokes, became the core of the film’s promotions. While many viewers enjoyed the camaraderie, others found it a bit cringe. So, did the strategy pull audiences into theatres or push them away?