Mallu Aunty's content typically revolves around everyday situations, social issues, and cultural observations, often specific to the Malayali community. Her videos frequently feature her speaking directly to the camera, sharing anecdotes, and offering advice or commentary on topics such as relationships, family, and social norms.

The arrival of smartphone technology, YouTube, and OTT platforms destroyed the barrier between the star and the story. The 2010s saw the death of the "mass masala" formula (temporarily) and the rise of what critics called the New Wave or Parallel Cinema 2.0 .

Icons like Shakeela and Silk Smitha became the faces of this genre.