'If I can turn insults into profit, then that's my skill': Reviewer slams Manjummel Boys director

YouTuber and Bigg Boss star Sai Krishna, also known as Secret Agent, has hit back at director Chidambaram’s recent remarks about the review culture in Malayalam cinema. In a video response, Sai Krishna claimed that Chidambaram’s criticism had unintentionally given him free promotion, comparing it to being offered a ₹50 crore film. The controversy began when Chidambaram was quoted in a YouTube interview, where he appeared to indirectly address Sai Krishna’s content, alluding to certain aspects of his work.

In his response, Sai Krishna expressed pride in being called ‘Ariyannan’—a term used by Chidambaram (with‘Ari’ meaning rice in Malayalam)—and questioned the director’s motives. He pointed out that if Chidambaram’s film had become a blockbuster, the director would have surely celebrated the ‘benefits’. “Everyone’s in the hunt for rice,” Sai Krishna reminded. He added, “Even though Chidambaram claimed he didn’t name me, the audience knows exactly who he was referring to. If he’s calling me Ariyannan, I’m proud of it.”

Sai Krishna stressed that both YouTube content creation and cinema are ultimately businesses, where the primary goal is financial gain. “We do this to make money. The business of making money buys rice (a metaphor for sustenance). Nobody is bullshitting here. I’m proud to be called Ariyannan,” he said.

The controversy erupted from Chidambaram’s comments on a Tamil YouTube channel, where he alluded to a specific celebrity-reviewer—believed to be Sai Krishna—who he said is involved in undue practices. In the interview, Chidambaram claimed, “A particular Malayalam hero (believed to be Unni Mukundan) is being regularly targeted by a reviewer. When the reviewer was asked why they were criticising the star, the response was that they could buy rice with the criticism. The star then gave an answer back.”

Sai Krishna defended himself, stating, “If someone insults me and I turn it into profit, that’s my skill. They make films to sell them. I create content and sell it for profit,” reiterating his business-driven approach to his work.

This exchange has sparked further debate about the relationship between content creators, critics, and the cinema industry in Kerala. As the conversation continues, it highlights the increasingly complex dynamics between traditional cinema and the rising influence of digital platforms.