'Phalana Abbayi Phalana Ammayi' hits the screens today (March 17). Its team has described the film as a "fun-filled ride of love, laughter, and drama". Producers TG Vishwa Prasad and Padmaja Dasari are of the view that the rom-com will acquire its own life soon.

"A great deal of buzz is expected to be generated through positive word of mouth for our movie," said Naga Shaurya, speaking to the media on Thursday. About director Srinivas Avasarala, the 'Krishna Vrinda Vihari' actor said, "He has never narrated stories to me, but always gave books for me to read. He is a clear-headed director. I take pride in being able to catch the pulse of his dialogues," Shaurya added. He described his director as a modern-day Jandhyala.

The film gave Shaurya a "great canvas to put my best efforts in order to carry out the director's vision." The technique of sync sound has been used for the movie.

As far as the director is concerned, artists are not on-screen personalities. "I look for how they are connected with the script and their emotional involvement. My actors, both Shaurya and Malvika Nair, gave me the confidence to go ahead and cast them," the 'Oohalu Gusagusalade' maker said.

"Money is not a factor in doing a kind of film," the 'Jyo Achyutananda' maker said. Shooting in sync sound was not easy. "I am grateful to producer Vivek for working with the sound department to achieve a realistic and emotionally charged atmosphere through sync sound. This decision helped in holding the emotion and carrying it for a longer duration," the director said.

The director revealed that he is inspired by comedian Zakir Khan's commentary on father-son relationships.

Producer Vivek Kuchibotla spoke about the director's dedication. "Avasarala is highly committed to his projects and refers to the actors as Sanjay and Anupama, not their real names," he revealed.

Sharing her working experience with Shaurya, Malvika said, "Working with him was like being part of a family. He is someone I can trust and call a good friend within the film industry."