Mohanlal markets trademark look in Renjith's Loham

Appearing as a meek taxi driver at first, Mohanlal's Raju however takes a new turn post-interval in the movie that charts the thrills and trauma associated with gold smuggling.

Can twirling the hero's moustache become a plot-point and a marketing tool? Apparently, that is how Loham, the new Mohanlal starrer directed by Renjith, had been positioned before its release. As Malayalam film lovers know, there is a great deal of history to it. For a good decade, if not more, Mohanlal celebrated machoism with his upturned moustache, with almost all of his films making a killing at the box office.
It is hard to say at what point the moustache-effect on the box office started; as villain, anti-hero and even the loveable supporting role in films such as Visa, Mohanlal has used it to good effect. With films like Sphadikam, he took the rebel tag to the next level.
But it was the unique Renjith characterization blending a bit of feudal hangover, nonchalant attitude to money and wealth, unbeatable idealism, effortless ease with women, platonic loves, punch lines and a load of philosophy to assert the hero's intellectual superiority that created priceless brand equity for Mohanlal at the box office.
And it sold: From Mangalasseri Neelakantan in Devasuram to Kanimangalam Jagannathan to Poovalli Induchoodan, every role of his was a superhit.
But when less talented directors and writers tried to cash in on the Mohanlal moustache, they came up with some terrible misses that eventually went against the actor. Suddenly, all of Kerala wanted to see him as the 'common man' he played in his youthful days with Sreenivasan.
Thankless and fickle-minded, indeed, are fans and audiences. They continued to live in the nostalgia of Mohanlal's yesteryear cinema so much so that Mohanlal decided to take a break from moustache-twirling macho roles. He went to the extent of being allowed to be kicked around by Kalabhavan Shajon in Drishyam, which went on to become the industry's biggest grosser until Premam came along.
So when Renjith announced his new film Loham with Mohanlal and among the first-look posters was a twirled up moustache, fans were quick to expect another Narasimham from the actor, writer/director duo.
Setting the box office on fire with a record-smashing first-day collection - reportedly thrice that of Premam thanks to the marketing genius of mass theatrical release - Loham has now arrived in the UAE as the festival entertainer tailored for the masses.
Buckling under the weight of its own hype, Loham is a vintage Renjith entertainer. Here, however, Mohanlal doesn't carry a burdensome name. He is simply Raju - and no surprises for guessing that a few twists await you down the road. Much like Renjith's intelligent heroes, Raju also waxes eloquent in life's philosophy.
Appearing as a meek taxi driver at first, Mohanlal's Raju however takes a new turn post-interval in the movie that charts the thrills and trauma associated with gold smuggling.
In an ensemble cast that includes Andrea Jeremiah, Siddique, Aju Varghese and others, it is Siddique, as a scheming gold merchant, who steals the show with an endearing mix of villainy and comedy.
With music by Sreevalsan Menon and camera work by Kunjunni S Kumar, the film has several plus points that will engage viewers. But ultimately, it is a Mohanlal movie, tailored to draw on the actor's instinctive style that makes you forget the at times illogical narrative.
Loham doesn't attempt to push the envelope any further in commercial or arthouse sensibilities. As a Renjith movie, it is not classy enough, and as a Mohanlal-thriller, it isn't 'massy' enough.
With a story that sometimes meanders, characters getting in and out for no apparent reason, and Renjith's unnecessary indulgence in new-gen bashing, Loham tries to straddle many genres and worlds at once without much success.
If you are not going to be bogged down by the weight of expectations and would like an entertaining two hours this weekend, Loham, playing now in UAE cinemas, will ensure a fun way of passing the time.

• South Stars