The "Masala" video phenomenon was a staple of Malayalam cinema in the 1980s and 1990s. These music videos, often featuring popular film actors, were essentially promotional tools for upcoming movies. However, they became incredibly popular in their own right, with fans eagerly anticipating new releases. Masala videos typically showcased the film's lead actors performing energetic dance routines, often with catchy song hooks.
Masala videos typically feature a hero who is a rugged, macho figure, often played by actors like Mohanlal, Mammootty, or Suresh Gopi. The storylines are often complex, with multiple plot twists and turns, and the films usually feature a mix of action sequences, comedy scenes, and romantic episodes.