In the decade-old career of Allu Arjun, only his first film had heroine playing the title role. Happy and Parugu, reflected the film's flavour. Puri Jagannadh, his next director, has thrown up a surprise by coming with an un-Arjun title.

Their next film together, which is likely to be released in December or in early 2013, has been titled as Iddarammayilatho. The film stars Shruthi Hassan as one of the heroines, while the name of Tapsee Pannu is rumouredly being considered for the other role. Their last outing together, Desamuduru, was an average farer.

The film would go on the floors in September, by the time which he will have done with Cameraman Ganga Tho Rambabu. Chakri is the music director. Bandla Ganesh is the producer of this movie on Parameswara Arts.