Diversified tastes of movie-goers have given an impetus to filmmakers to give a go at the unconventional. After offerings based on pre-mature balding, erectile dysfunction and mental health issues, an upcoming short, Call Him Eddy, is set to showcase the life of a professional cuddler, to be played by Sanjay Suri.

Call Him Eddy is being helmed by Sanjeev Vig, who shot to fame with the award-winning Rogan Josh, starring Naseeruddin Shah.

Coming off projects like Inside Edge, Leila and Raazi, Suri alludes that while the concept is alien in India, the act of cuddling should be considered as seamless as buying a cup of coffee. "Why can’t there be a Starbucks for hugs," he asks, before adding, "Cuddlers are people who get paid to give platonic snuggles to clients. We all snuggle with someone or something, be it a spouse, child, parent or even a pillow. Why is it odd to consider it a real profession? We pay for tons of other services that make us feel good, like eating, shopping, spas and even accessing a shrink."