Earlier, it was Arjun Reddy's 'Ma****od'. Now it's 'Savad***e' in 'Needi Naadi Oke Katha'. Then, Krishnarjuna Yuddham's teaser exploits the word 'Modable', India's craziest contribution to Indian English.

Tollywood's interest in presenting everyday language is driven by different persuasions and contexts. Sandeep Reddy Vanga sketched a character that used the cuss word organically in 'Arjun Reddy'. In the 'KAY' teaser, Nani is a ruralite who seems to have picked up the word 'Modable' from random YouTube videos.

In 'Aithe 2.0', the 'M' word makes a frustrated comeback. Once again, it's an angry lead man saying it for a reason.

Just as Vijay Devarakonda was muted in 'AR', 'Savad***e' will most likely be purged out in 'NNOK'. But Tollywood's march towards bad words will go on nevertheless.