However, just as the wholesome video was peaking, Sidharth triggered a second, more controversial viral wave. A popular gossip page accused him of "pretending to be intellectual" while allegedly being "difficult to work with" on a recent set.

Sidharth, known for his reserved media presence, surprised everyone by posting a raw, unedited video on his Instagram story (now screenshot and shared across Reddit and X). Looking directly into the camera, he said:

"Yes, I am difficult. I am difficult when someone doesn't know their lines. I am difficult when producers ask me to compromise on a script for a 'trending reel.' If being passionate about my craft makes me 'difficult,' then frame it and put it on my tombstone."

He ended the video with a wry smile: "And no, this isn't a PR stunt. I don't have the budget."

Why does his content go viral? To understand the news surrounding him, one must decode his style.

Unlike curated feeds, Sidharth uploads as if he just woke up, found an idea, and pressed record. This lack of polish is his polish. He recently went viral for reviewing a local "Kattan Chaya" (black tea) in the style of a Michelin star critic, a video that garnered millions of views and was picked up by major news outlets as a refreshing break from traditional influencer marketing.

For years, Sidharth was known for his intense, often antagonistic roles in films like Chappa Kurishu, Annayum Rasoolum, and Kammatti Paadam. But around 2021, a shift occurred. As the world doom-scrolled through Covid-19 news, Sidharth began posting videos that defied categorization.

He wasn’t dancing to trending reels or selling tea. Instead, he was staring into the camera with dead eyes, dubbing over random English dialogues, or performing mundane tasks with the intensity of a Bergman protagonist. This stark, avant-garde approach has turned him into a cult deity on Instagram and YouTube, making Sidharth Bharathan viral content a frequent search term among Malayali netizens.

Social media is also the primary vehicle for news regarding the actor, and Sidharth has had his fair share of being in the eye of the digital storm. As a public figure, his personal life and professional hurdles often become topics of viral debate.

From legal disputes that played out in the headlines to the tragic accident he survived in 2015, social media narratives often circle back to his resilience. In recent years, news regarding his separation and subsequent new marriage trended heavily on Malayalam entertainment news pages. The way Sidharth handles these public revelations—often with a dignified silence or a straightforward post—resonates with the internet culture that values transparency over damage control.

Furthermore, his lineage as the son of the legendary director Bharathan and actress KPAC Lalitha often trends during nostalgic social media trends. Viral "Throwback Thursday" posts comparing his directorial style to his father’s often generate significant engagement, keeping his legacy relevant in the algorithmic world.

While most influencers rely on high-energy hooks, Sidharth relies on awkward silence. A typical Sidharth reel involves him holding a prop (say, a coconut or a book) while a melancholic Arabic soundtrack plays, or him doing an absurdly literal translation of an English movie scene. This "anti-content" ironically becomes premium content for Gen Z, who are tired of overproduction.