Hyderabad
September 28, 2008

His success graph remains so high that sometimes it would sound incredible, though we know it’s a stark reality. He is Puri Jagannadh alias Puri Jagan, the most prolific writer and director of our new millennium. Though he has been associated with the entertainment industry for the last two decades, he drew the attention of the entire state when he delivered Pawan Kalyan’s Badri (2000) as his debut. Over a period of just eight years, Puri has come to represent the commercial power of the Telugu cinema. He is not a mere director or producer; he is the first Indian filmmaker to invent a new trend on the celluloid: Self-deprecatory characterization of the hero, but at the same time creating a powerful buildup for him. This tinsel invention has rightly found its place in the curriculum of the Pune Film Institute. Such a rare honor! Today, Puri enters into his 43rd. Idlebrain.com fondly wishes Puri – Many happy returns of the day.

Enigmatic journey
Having seen a decade long stint with the small screen entertainment, Puri chose to break the monotony. When his debut film Badri (2000) was released, the film passed a week’s run with just average talk. But, soon it turned out to one of the biggest commercial grosser of the year. It was also a musical hit. With the very first film, Puri created an audience segment for him, who would invariably multiply each season holding out equally bulging expectations about his films. He caught the pulse of the audience! Idiot film is the turning point in his career. The film turned a struggler like Ravi Teja into an overnight sensation, a potential mass hero in the making that time; but who grew himself to the heights of mass zone along with his creator. This brought out the true inventor or call celluloid scientist from Puri Jagan. The self-deprecatory trend swept the entire Andhra Pradesh by a storm. New comers and the established directors as well tried to imitate Puri, but always the failed miserably. That became his trademark. Soon, he endeared himself to the family crowds too with his swirling hit – Amma Nanna O Tamil Ammayi. But, he received a big blow in his career with Andhrawala, which bombed at the box office, creating a simmering expectation. For about two years, no big producer tried to entertain him. All the reputation he built on him for about three years simply crashed to the ground. But, he made a vengeful comeback with Pokiri (2006). It shook the industry records when it comes to collections. It grossed a total of Rs. 66.5 crores and a share of Rs. 48.28 crores, according to some specified reports in the industry. So far, this remains the biggest figure in Tollywood. Another feather in his cap as captain of the ship is that he introduced Megastar’s screen heir Ramcharan Tej.

Best contemporary economist
There are two types of films – Good films and film that churn out money at the BO. About 20% of the audiences like to watch “Good Films,” and the remaining 80% are just after a mass film. Always it is the mass film that caters the immediate instincts of the audiences. Puri clearly chose the second category, which is the most trusted format in terms of money and popularity. He is known for his economical way of filmmaking. He makes sure that he completes a film in a fewer number of days with minimal budget, irrespective of who the hero is.

For example Mahesh Babu is known for high-budgeted films with extraordinary production values, gigantic sets and most number of working days. There is a rumor that Mahesh Babu got initially little worried the way Puri Jagan was shooting Pokiri film with none of Mahesh Babu’s trademark atrributes (extravagant sets and most number of working days). But Mahesh Babu’s blind faith in the director paid the rich dividends when Pokiri became the biggest hit of Telugu cinema.

Live Like King Size
In real life, Puri Jagan truly lives like a King Size. His lifestyle is cool, casual. You don’t find any traditional air hanging around him. If need be, he could bend rules. He would retire into a cozy corner in a pub. This becomes his sitting room. One after the other, the producers come to him, spend an hour or half, and go away with full of dreams in their minds. He keeps the discussions going on from 6. PM to 2.AM.

Ardent feel for crossing mass boundary
In fact, Puri Jagan clearly knows himself that he has not delivered any critically acclaimed film other than Idiot which had trend setting hero characetrization. He knows that he has to make a film for himself. As part of giving a “good and meaningful cinema”, there was a time when Puri Jagan mooted the idea of making a crossover film in English with Nagarjuna. But, somehow it didn’t materialize; and, similarly a proposed film with hero Srikanth. This strategy, if grounded, will go a long way in balancing this willingly-mass director with the finest sense of aesthetics.

Close-knit moments as brother
No doubt, Puri Jagan achieved everything as a director, producer and writer. But, a hit evaded him when wants to give it to his brother Sairam Shankar. He directed 143 and produced Hello Premistara for his beloved bro. Both couldn’t do well at the BO. But, Puri’s pursuit seems not to stall till the goal is achieved. He gets ready for his bro’s next, which he has titled “Kothulu”; making Sai develop six pack abs.

Vaishno Academy
His reverence for the Goddess of the Himalayas (Vaishno Devi) has truly paid him off with a wonderful production house named after Her. Vaishno Academy. Puri believes that learning and sincere learning alone makes a director worthy. Puri Jagan is one and the only director in the country to have the best tinsel ambience in his plush office. Sitting in his classy chambers, he wouldn’t forget the mean and the noble aspects in common life, of which his characterizations are made. This trait won him the best laurels from the public in general rather than traditional film awards.

Puri, Truly Admirable
The philosophy life as Puri holds out is this: Don’t worry, Live simple, Expect a little, Give a lot, Always smile and Do it with love. Truly admirable!