An Allu Arjun movie is usually launched with fanfare and glitz. But the movie he is doing for Universal Media, titled Desa Muduru, had a very low-key and almost self-effacing launch yesterday.

For someone who is touted as the next big thing in the industry, Allu

Arjun has been pretty quiet and keeping to himself.

The launch of Desa Muduru reflected his simple demeanour. The movie to be directed Puri Jagannadh, was launched at the office premises of Vaishno Academy.

Allu Arjun's father Allu Aravind sounded the clapboard while Gemini Kiran switched on the camera. Allu Arjun was conspicuous by his absence, as he was away in a foreign country.

Produced by D V V Danayya, the movie will be an all out entertainer.

Music is by Chakri, while camera is by Shyam K Naidu. Story, dialogue, screenplay and direction is by Puri Jagan.

A search is on for a suitable heroine.

The producer said the movie will satisfy Allu Aravind's fans and Puri can be trusted with coming up with his unique treatment. The regular shoot will begin from July.