Puri Jagannadh is one of the cleverest directors in Tollywood who churns out more than three films per year, sometimes four by preparing scripts that encash the flavor-of-the-month phenomenon. Between last year's Sankranti and now, he directed four films including the current offering with Style Diva Allu Arjun. But I am afraid, his decline has started with the film "Businessman", reached a nadir with "Devudu Chesina Manushulu", and later on, became known as a director who creates controversy for promoting the film. As an audience, I feel betrayed whenever I see a Puri film because he has scant respect for social responsibility and is least sensitive to sentiments of women audience (even if many of them perversely watch his films). In "Iddarammayalatho", he tries to camouflage his obsession with making films for the galleries with a little more maturity but the basic plot and lacklustre screenplay gives away in this 137 minute action thriller.
Despite the hype, and despite a sterling performance by Allu Arjun - in dances, action stunts, and romantic scenes, the film doesn't deliver on many counts - and the reason could be the fatigue setting in for Puri's stereotypes - of machismo heroes, over-glamorised heroines and sadistic villains. I feel he is misguided in all his approach to film-making which makes even icons like Mahesh and Pawan Kalyan and Allu Arjun flock to him for direction in the hope of adding a hit to their credit. Every frame in the film is fraught with dishonesty and deceipt - to manipulate emotions of the audience. And all this he takes liberties with the storyline frothed up from a basic one-line. The story goes like this here. Sanju Reddy (Allu Arjun) is a guitarist who falls in love with Komali (Amala Paul) who is learning violin under Brahmanandam - in Barcelona, Spain (Thank God, it's not Bangkok again!). One day, she shoots, by mistake, a murder being committed by a Gangster villain on the beach. The villains chase her down, kidnap her and make many attempts to eliminate her. Meanwhile, as the parents of both agree to come down to bless them as married, the villains kill the parents of both even as Komali and Sanju escape. This is the flashback portion, the narration actually moves in the voice of another girl Akanksha (Catherine Theresa) who is reading a diary of Amala Paul (which itself turns out to be another twist). In learning about the diary, Akanksha falls in love with Sanju and then it takes a routine turn except that the diary itself is "planted" by Sanju so that Akanksha reads it and falls in love with him because her father, a minister (Rao Ramesh) and the gangster are partners-in-crime for a Rs. One lakh crore scam. Sanju takes revenge and settles down, we are to believe, with the two glam dolls. The storyline appears long but the screenplay is better.
Even if the first half is more entertaining than the second half, the film's watchability is because of Allu Arjun. His uber cool dresses, stylish body language and his repertoire of dancing skills and acrobatic stunts makes him a good draw despite the presence of two glamorous faces. The best paisa-vasool moment of the film is the action sequence before the interval. Anyone wanting to make a transition from ugly looks to handsome looks should study the career graph of Allu Arjun - it is quite unparalleled. Amala Paul's performance is below-par and it appears this Kerala lass is incapable of outgrowing her shy looks and demure body language. Catherine Theresa has carried herself far better - she seems effortless in Indian dresses, has better scenes than Amala and has a screen presence. Comedy track is a big let-down for the film. Puri's obsession with Ali is not yielding success and the scenes between Brahmanandam and Ali are pure disaster. Puri is losing touch with what can fire up comedy. He also has to treat the audience with more respect, intelligence and sensibilities. In a scene where Catherine is packing off to Spain, she wears scantiest dress which you don't wear in front of your mother. And it is the father in whose presence, she is packing the clothes. In most other scenes, when the narration is pathos, he shows Catherine in min shorts baring her thighs and cleavage, that is absurd sensibility. Puri's respect for intelligence is also well-known; there are references to mining scams and CBI without reason or rationale, the second heroine Catherine who comes to Spain for studies doesn't go to college even once, all she does is to read Amala's diary and date Allu Arjun. And most of the dialogues are sexist - there are atleast four dialogues on why boys are taken for a ride by girls in the name of love, why boys losing virginity is never an issue, why girls are insensitive to boys' advances...it is these kind of dialogues that are corrupting the society and increasing crimes against women. Puri's count of felonies doesn't end with these manipulative dialogues - he talks casteism through characters which was unwarranted. He coins a word "Bapinese" to connotate converted Brahmins and also makes mockery of "Reddys" while insinuating grandeur. All this is not serious stuff, but Puri's style of directing, characterisation and story-telling smacks of a certain irresponsibility which will appeal to basic instincts of men not elevate them. According to me, his films will one day be housed in the "Hall of Shame". 2 out of 5 is my rating.
