Mayajalam, the mere word conjures up images that speak of magic an sorcery. It is redolent of a world that Harry Potter would be comfortable in. But SVK's Mayajalam is an altogether different genre. It is a fun-filled world with lot of fantasy. This movie, as the makers say is a socio-fantasy. Now, that is a new genre.

The director says whatever maybe the classification, the movie will be a hardy entertainer. And SVK says that you can trust his words as his track record is good, and the one with Srikanth is very good.

The duo's association in several films worth and the two share a very unique relationship in the industry.

Srikanth plays the owner of a marriage bureau. The fun and sentiments are non-stop, says the unit. Poonam Kaur, a former Miss Andhra, who is now re-christened as Deepa, plays the heroine.

There is lot of humour. But at the same time the theme or its treatment is not flippant, says the director. It will be a healthy mix.

There are also the likes of Brahmanandam and Sunil to add the comedy quotient.

Venkat, who produced Hungama in association with S V Krishna Reddy, is producing Mayajalam.

There are some interesting tunes for the movie. There are some new faces who have been given opportunity to sing in the film.

The producer has his priorities right. It was evident during the film's audio when the production house donated money to several good causes. The production house donated a lakh of rupees for each song to various charity associations.