Kerala did not need Raaka to fall in love with Allu Arjun all over again. That love is already here, and the Malayalam re-release of Happy (directed by Karunakaran and co-starring Genelia and Manoj Bajpayee) proved it. Theatres across the state are running housefull shows upon the movie's re-release this month. Audiences sang along to the songs. They cheered for his mannerisms and laughed at his comic timing. All of this for a film that is nearly two decades old.
Happy, which reached Malayalam audiences as Happy Be Happy, was never a massive theatrical hit in its time. But Kerala quietly adopted it, and that quiet affection has now turned into something loud and joyful. Videos from theatres went viral, showing fans dancing and celebrating as if a brand-new blockbuster had just dropped. The scenes said everything about a bond that no marketing campaign could manufacture.
Two decades of quietly building a fanbase
Allu Arjun's journey in Kerala began in the early 2000s. Malayalam-dubbed versions of films like Arya, Bunny, and Desamuduru found their way into living rooms through television. Viewers responded to his energy, his dance style, and his easy charm in romantic roles. That exposure built something patient and lasting. The nickname Mallu Arjun was not given by a publicist. It came from the audiences themselves. Even the actor has spoken about this with genuine surprise. He once said, "I am yet to discover how I am such a hit there. The fans there are difficult to win over."
What Kerala sees in him
The reasons go beyond entertainment. Allu Arjun once offered a lighthearted theory, saying Malayali women like bubbly, happy-go-lucky guys, and that he fits that description perfectly. His influence also reached into the industry itself.
Young Mollywood actors have spoken about watching his films during their formative years and drawing inspiration from his screen presence and dance. He has also noted that the Kerala market, though small, carries a wide reach, with Malayali audiences watching his films from as far as Russia and Paris.
The success of Happy's re-release is not a box-office story. It is a story about loyalty, memory, and a star who earned his place in Kerala long before the rest of India caught up.
Next up, it is Raaka
Allu Arjun's next, Raaka, is directed by Atlee Kumar. It co-stars Deepika Padukone and others.
