100% Love

Plot

The narrative opens in a local bar, where a young man named Balu enters wearing traditional wedding attire and orders a drink. When two patrons question why he is avoiding his own wedding, Balu displays his analytical mind by rapidly calculating their complex financial debts. Intrigued, the patrons ask him to explain his situation, prompting Balu to recount the events leading to his current predicament.

Balu is an exceptionally intelligent student who consistently tops his college. His life alters when his cross-cousin, Veera Venkata Satya Sai Naga Durga Sesha Avathara Seetha Mahalakshmi, moves into his household to pursue her higher education. Upon meeting, she is instantly awed by Balu's intellect, though Balu comically refuses to memorize her exceptionally long full name, shortening it simply to Mahalakshmi. Following her first examination, Mahalakshmi breaks down in tears due to her inability to comprehend English. Balu steps in to tutor her, but his assistance backfires when Mahalakshmi secures the top rank in the next exam, relegating Balu to second place. Deeply wounded in his pride, Balu covertly schemes to sabotage her future studies, and a competitive Mahalakshmi retaliates in kind. Their academic warfare allows a third student, Ajith, to swoop in and claim the top rank.

When Mahalakshmi's father arranges an unwanted marriage alliance for her, the cousins call a truce. They strike a deal: Balu successfully orchestrates the cancellation of the wedding proposal, while Mahalakshmi agrees to distract Ajith to destroy his academic focus. As they study closely together, Balu finds himself increasingly attracted to her. The strategy succeeds; Balu reclaims the first rank and is awarded a residential building by his principal. However, during the housewarming celebration, Mahalakshmi casually praises Ajith's intellect, noting that he still performed remarkably well despite her heavy distractions. Balu's massive ego is shattered by the implication that another man could be superior to him, causing a severe emotional rift that drives the pair apart.

Three years pass before the cousins cross paths again at a hospital following their grandmother's sudden illness. Mahalakshmi quickly realizes that Balu remains as stubborn and ego-driven as ever. When their respective parents attempt to salvage the relationship by arranging their marriage, Balu abruptly lies, claiming he is already in a committed relationship with a successful woman named Swapna. Disheartened and seeking retaliatory validation, Mahalakshmi agrees to marry Ajith, who has since become a highly prosperous corporate executive outearning Balu.

Both couples get engaged to their respective partners. However, their ailing grandmother expresses a final wish for Balu and Mahalakshmi to visit their grandfather in his village. Persuaded by their uncle, John Acharya, the hostile cousins agree to the journey under the pseudonyms Shahrukh and Kajol to maintain peace. They successfully dupe the grandfather into believing they are marrying, while cleverly convincing him not to attend the actual city weddings to prevent the ruse from collapsing.

Driven by a desperate need to surpass Ajith, Balu takes massive financial risks with his corporate firm. His business partner betrays him, leaving Balu on the brink of bankruptcy. Learning of his impending ruin, Mahalakshmi steps in as his project manager, working tirelessly to salvage his enterprise. Their seamless professional synergy saves the company. During the subsequent victory party, Balu publicly credits Mahalakshmi for the turnaround, but she inadvertently bruises his ego once more with a casual remark. Unable to contain his emotions, Balu confesses that his lifelong obsession with superiority stemmed entirely from his desire to look grand in her eyes because he loved her. When Mahalakshmi admits she reciprocates his love, Balu’s deep-seated insecurities prevent him from believing her, leading him to flee to the bar.

Back in the present, the grandfather suddenly enters the bar, revealing he had followed Balu and understood the entire situation. Confronted by his grandfather and forced to cut through his pride, Balu finally accepts Mahalakshmi's sincerity. The cousins cast aside their competitive armor, confess their mutual love, and finally unite.

Cast

Production

Before the completion of Arya 2, Sukumar had discussed making the film with Geetha Arts with Varun Sandesh and Tamannaah Bhatia, but the film failed to materialize. February 2010, the project was announced with a statement reporting the collaboration of Geetha Arts, Sukumar and Naga Chaitanya for the film mentioned. The subsequent month saw Tamannaah announce that she had signed on to portray the lead female role in the project. The film was launched at Annapoorna Studios, Hyderabad on 8 June 2010 with several leading Telugu film personalities being involved with the event. Noted producer D. Ramanaidu rendered the launch, another producer Nagababu switched on the camera and Naga Chaitanya's father actor Nagarjuna clapped the first shot. The formal first shot direction was done by S. S. Rajamouli and Akkineni Nageswara Rao handed over the script to the director.

The film continued its shoot untitled officially until 20 March 2011 when the title 100% Love was formally announced. During the production of the film, several titles were reported in the media for the project including Balu Weds Mahalakshmi, I Love You, I Love You Mahalakshmi, I Hate Mahalakshmi and I am Number One. Despite having an original planned release of December 2010, strikes if the industry pushed the release date to April 2011.

Music

The music and background score was composed by Sukumar's regular associate Devi Sri Prasad. The album consisted of 8 songs which included 2 bit songs in the first release and 2 another bit songs in the next release. Chandrabose, Ramajogayya Sastry and Sri Mani penned the Lyrics. The album was released on 2 April 2011 at Rock Gardens in Hyderabad in a star-studded promotional event on Aditya Music label, with the audio being launched by Nagarjuna, Allu Arjun and Ram Pothineni. Upon release, 100% Love received positive response from critics as well as audience thus making it one of the best selling soundtracks of the year 2011.

Reception

The film is said to be the only film of Naga Chaitanya after Ye Maaya Chesave and for Sukumar after Arya, completing 50 days in 65 centres in Andhra. The film completed its 100th day theatrical run on 13 August 2011.

Accolades

Nandi Awards

Best Child Actor - Master Nikhil

Best Home - Viewing Feature Film - Bunny Vasu

CineMAA Awards

Won - Best Actress - Tamannaah Bhatia

TSR - TV9 National Film Awards

Won - Best Heroine - Tamannaah Bhatia

Hyderabad Times Film Awards

Won - Best Actress - Tamannaah Bhatia

59th Filmfare Awards South

Nominated - Best Film – Telugu - Geetha Arts/Bunny Vasu

Nominated - Best Director – Telugu - Sukumar

Nominated - Best Actress – Telugu - Tamannaah Bhatia

Nominated - Best Music Director – Telugu - Devi Sri Prasad

Nominated - Best Female Playback Singer – Telugu - Swathi Reddy – "A Square B Square"

1st South Indian International Movie Awards

Nominated - Best Film (Telugu) - Geetha Arts/Bunny Vasu

Nominated - Best Director (Telugu) - Sukumar

Nominated - Best Cinematographer (Telugu) - Venkat Prasad