To understand the importance of the Malayalam subtitle for Dilwale , one must understand the demographic shift in Kerala’s cinema culture. Kerala boasts arguably the most literate and cinematically aware audience in India. Over the last decade, there has been a massive surge in the consumption of "other language" films. However, despite the growing popularity of Hindi, a significant portion of the Malayalee audience—particularly in smaller towns and rural areas—remains more comfortable with their mother tongue.