Story
Balu (Naga Chaitanya) is a brilliant student and always tops his class. Maha Lakshmi (Tamanna) is maradalu of Balu and she comes from village and stays in Balu’s house to do her graduation in the same college. Balu has the typical ego possessed by state rankers and he is obsessed by it. His studies get disturbed with the entry to Maha Lakshmi as she starts dominating him over a period of time. This leads to differences and ego clashes between Balu and Maha Lakshmi. There is also a subplot of two separated grand parents. The rest of the story is all about how Balu and Mahalakshmi realise that they are made for each other.

Artists Performance

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Naga Chaitanya: Naga Chaitanya who has done the role of an intense lover in YMC follows it up with a fun-filled character of Balu with a mental complex in 100% Love. He wore spectacles and a light beard and it suited the character very well. It is tailor-made character for him. His diction and accent is also changed in this film and it sounds little like that of Allu Arjun.

Tamanna: Tamanna looks fabulous in the movie. Her traditional hairdo in the beginning of the movie is not attractive, but she is gorgeous when she lets her hair loose in the latter part of the movie, She is an asset to the movie. Sukumar has shown bias towards heroine character in this movie as he etched her role as a magnanimous, understanding and empathising girl.

Others: KR Vijaya and Vijay Kumar did the role of grandparents. There are around 10 kids who entertain you will their mischief and innocence in the first half. Satyam Rajesh did a cameo and it is really good. MS Narayana did his second most preferred character (after drunkard) - college principal. Anand and Tara Alisha are good as beaus of lead pair. Naresh and Dharmavarapu Subramanyam are okay.

Technical departments

Story - screenplay - direction: Looks like Sukumar is carrying his school-day memories all along. The entire writing for the first half of the movie is taken from the college life and is wrote in a realistic, yet entertaining way. Sukumar brought the family angle in the second half to bring all-roundness to the commercial aspect of the script. The basic conflict of this movie is driven by the complexity of the male lead. Heroine character that enters as a nobody into the life of hero starts getting mature, intelligent, magnanimous and sexy as the story progresses. Sukumar is in his elements with 100% Love movie. He has also toned down the eccentricity he has shown in Arya 2 hero characterization to make 100% Love hero character an universally acceptable one. There are a few redundant and dull moments in the second half, but he managed to get everything right in the scenes that followed. Sukumar’s creativity is wild, and it if it’s kept under permissible limits - he is going to do wonders. The only unconvincing part for me in the script is the separation of grandparents, which forms the central point of the movie. Screenplay penned by J Hari Prasad is good. I liked the way the story is narrated from point of view of hero in the first half and the point of view of heroine in the second half.

Other departments: Music by Devi Sri Prasad is superb. All songs are good. They are so good that I expected so much out of the picturization of the songs. The only song that completely satisfied my expectations is whistles-worth ‘diyyalo’. The second best is ‘Infatuation’ song followed by ‘A square’. Devi Sri Prasad has also excelled in the background score (the clucking sound of a hen/chicken used as bgm for chicken-eating episodes). Cinematography is decent. But there is no vibrancy in visuals. There could be a problem with lighting, photography, color-grading or visual effects (or the projection system in theater). This movie would have been really cool if the visuals are more vibrant (like Arya movie). Editing is fine. There is only one fight in the movie which is composed by Ram Lakshman. Pixelloid who are usually brilliant with their work should have taken more time in the visual effects as they look little patchy in the first song. The first time producer Bunny Vaas has done a neat job in assembling the best of the team to deliver a nice product. However, he should have invested more time/effort on the visuals output of the movie.

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Analysis: I always have a feeling that movie quality/passion will be reflected in the title cards. And Sukumar never disappoints. The title cards of this movie are one of the best I had seen in Telugu films. First half of the movie is full of fun and frolic. Second half has family orientation and goes on a routine track. This movie is all about little nuances about psychology and fun. Plus points are Sukumar’s creative thinking and music. There are a few dull moments in the second half, but they are not going to disturb the flow of the movie. The negative shade in hero characterization might not appeal to a few. On a whole, 100% Love is a cool film with nice entertainment. Go and watch it 100%.

Trade talk: This movie is made on a budget of 10.5 crores. 40% of it is recovered through the sale of satellite and audio rights. Nizam, East and West territories are retained by the producer and the rest are sold at a reasonable prices. With it’s entertainment quotient and youth(1st half)/family(2nd half) orientation, 100% Love is likely to get profits to everybody involved in the supply chain (producer, distributor and exhibitor).

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100% Love is a 2011 Indian Telugu-language romantic comedy film directed by Sukumar and produced by Bunny Vas under the banner Geetha Arts. The film features Naga Chaitanya and Tamannaah in the lead roles with music composed by Devi Sri Prasad. The story revolves around Balu and Mahalakshmi, cousins who share a love–hate relationship.

100% Love which released on 6 May 2011 received positive response from both critics and audience. The film was a commercial success and became one of the Highest grossing Telugu films of that year.^[1]

The film was dubbed and released in Malayalam with the same title, on 22 July 2011.^[2] It was remade in Bengali as Prem Ki Bujhini (2016),^[3] and in Tamil as 100% Kadhal (2019).

Plot[edit]

The story starts at a bar where Balu (Naga Chaitanya) is in a wedding outfit and just enters as he orders his drink, two people tell him to go and get married, while they are talking about debts Balu does fast calculations and impresses them. They ask him to tell his story and he does.

Balu is always top-ranked in his college. Mahalakshmi (Tamannaah), his cousin comes to Balu’s house to continue her studies. She is in awe of her Mr. Perfect 'Bava' as she expresses this after seeing him. Upon seeing Mahalakshmi Balu asks for her name to which she responds as Veera Venkata Satya Sai Naga Durga Sesha Avathara Seetha Mahalakshmi, Balu says her name is too long and he can't waste that much memory just to remember her name so she says that he will just call her Mahalakshmi. Mahalakshmi takes her first exam and walks out crying as she doesn't understand English, Balu helps her, and she gets the first rank and Balu gets second. Balu is hurt by this as he usually gets first rank, and he plans to sabotage her studies, Mahalakshmi does the same. But to their surprise Ajith (Anand Krishna Nandu) stands first this time. Meanwhile, Mahalakshmi's father brings her a marriage proposal, but she doesn’t want to marry him. Balu and Mahalakshmi compromise by agreeing to help each other. Balu helps her in getting the proposal canceled and Mahalakshmi distracts Ajith from studies for the sake of Balu, but Balu gets attracted to her. The couple start studying together and Mahalakshmi distracts Ajith. Balu gets first rank and is awarded a building from his principal, at the housewarming party, Mahalakshmi says Ajith is great as he studied well even though Mahalakshmi distracted him. Balu is hurt by this statement because he doesn't want Mahalakshmi to think anyone is better than him, his ego is also hurt and the couple chooses to separate.

After three years, they meet again in the hospital because their grandmother suddenly falls ill. While trying to find out how Balu is doing, Mahalakshmi realizes he hasn't changed at all. Both argue a lot until their parents try to get them married. Surprisingly, Balu mentions that he has a girlfriend named Swapna that he hopes to marry. While introducing her to his family, Mahalakshmi notices that Swapna is much more than she is. To get back at Balu, she agrees to marry Ajith, Balu's former rival in college. Ajith turns out to be the head of a company that makes more than Balu's company. Balu, angry that Ajith is greater than he is, puts his company in risk in hopes that he can surpass Ajith's company. Unfortunately, his partner cheats him, and Balu is on the verge of losing his company. Mahalakshmi, now his project manager, toils to rescue him. They make an excellent team and Balu's company is saved.

In an after party, Balu credits Mahalakshmi for his success. She again unknowingly hurts Balu's ego. This time, Balu confesses that he felt the need to be great in Mahalakshmi's eyes because he loved her. When she tells him she shares his feelings, Balu refuses to believe her. After the interference of their grandfather, they are united in the end.

Cast[edit]

• Naga Chaitanya as Veera Bahu Sathya Dharma Siva Sankara Rama 'Balu' Mahendra
• Tamannaah as Veera Venkata Satya Sai Naga Durga Sesha Avathara Seetha Mahalakshmi
• Tara Alisha Berry as Swapna
• Nandu as Ajith Jogi
• Ishree Giridhar as Mahalaksmi's father
• Naresh as Ramesh (Balu's father)
• K. R. Vijaya as Mahalakshmi (Balu and Mahalakshmi's grandmother)
• Vijayakumar as Balu Mahendra (Balu and Mahalakshmi's grandfather)
• Dharmavarapu Subramanyam as John Acharya (Balu and Mahalakhsmi's uncle)
• M. S. Narayana as a College Dean
• Satyam Rajesh in a special appearance
• Thagubothu Ramesh in a special appearance
• Meghna Naidu in a special appearance for the song Diyalo Diyala
• Maryam Zakaria in a special appearance for the song Diyalo Diyala
• Chitram Seenu in a special appearance
• Jogi Naidu as Prakash

Production[edit]

Before the completion of Arya 2, Sukumar had discussed making the film with Geetha Arts with Varun Sandesh and Tamannaah Bhatia in the lead roles, but the film failed to materialize.^[4] February 2010, the project was announced with a statement reporting the collaboration of Geetha Arts, Sukumar and Naga Chaitanya for the film mentioned.^[5] The subsequent month saw Tamannaah announce that she had signed on to portray the lead female role in the project.^[6][7] 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.^[8]

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,^[9]I Love You,^[10]I Love You Mahalakshmi,^[11]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.^[12]

Soundtrack[edit]

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 Akkineni, Allu Arjun and Ram Pothineni.^[13] 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.^[14]

Reception[edit]

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.^[15] The film completed its 100th day theatrical run on 13 August 2011.^[16]

Accolades[edit]

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
• Nominated - Best Actor (Telugu) - Naga Chaitanya
• Nominated - Best Actress (Telugu) - Tamannaah Bhatia
• Nominated - Best Music Director (Telugu) - Devi Sri Prasad
• Nominated - Best Lyricist (Telugu) - Chandrabose – 'Infatuation'
• Nominated - Best Male Playback Singer (Telugu) - Adnan Sami – 'Infatuation'
• Nominated - Best Female Playback Singer (Telugu) - Swathi Reddy – 'A Square B Square'

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References[edit]

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1. ^'9 Years for 100% Love: 4 reasons why we never get tired of watching this Naga Chaitanya and Tamannaah starrer'. The Times of India. 6 May 2020. Retrieved 12 August 2020.
2. ^'100% Love Malayalam Movie Showtimes'. nowrunning.com. Retrieved 6 April 2014.
3. ^https://www.youtube.com/watch?v=fwKDfe3lP6c
4. ^'Varun Sandesh Out, Naga Chaitanya In'. Cinegoer. 20 March 2010. Archived from the original on 23 March 2010.
5. ^Naga Chaitanya teams with Sukumar!. Sify.com (22 February 2010). Retrieved on 2015-08-03.
6. ^Tamannaah is Kollywood’s busy bee!. Sify.com (17 March 2010). Retrieved on 2015-08-03.
7. ^Tamannah to star opposite Chaitanya. Sify.com (17 March 2010). Retrieved on 2015-08-03.
8. ^Naga Chaitanya-Tamannaah movie launched. Sify.com (8 June 2010). Retrieved on 2015-08-03.
9. ^'Naga Chaitanya Tamannah new Film 'Balu weds Mahxaalakshmi'. Supergood Movies. 18 March 201. Archived from the original on 20 March 2011.
10. ^Naga Chaitanya says 'I Love You...' to Tamannah!Archived 14 March 2012 at the Wayback Machine. Entertainment.in.msn.com (6 May 2015). Retrieved on 2015-08-03.
11. ^'Naga Chaitanya sukumar Movie I Love You Mahalakshmi – Naga Chaitanya Sukumar New Movie'. Supergood Movies. 14 February 2011. Archived from the original on 19 March 2011.
12. ^Naga Chaitanya movie in March – Telugu Movie News. IndiaGlitz (29 December 2010). Retrieved on 2015-08-03.
13. ^'Celebrity galore at 100% Love audio launch'. Oneindia Entertainment. 3 April 2011. Retrieved 26 January 2014.
14. ^'100% Love in post production works'. way2movies.com. 23 April 2011. Archived from the original on 25 February 2014. Retrieved 26 January 2014.
15. ^''100% Love' completes 50 days'. IndiaGlitz. Retrieved 23 June 2011.
16. ^'100% Love completes 100 days'. ragalahari.com. Retrieved 11 August 2011.

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External links[edit]

• 100% Love at IMDb