100% Love (2011 film)

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

100% Love was theatrically released worldwide on 6 May 2011, and was critically acclaimed. The film was a commercial success and won two Nandi Awards. It was remade in Bengali as Prem Ki Bujhini (2016), and in Tamil as 100% Kadhal (2019).

Plot
The story begins at a bar where Balu is in a wedding outfit as he enters and orders his drink. Two people tell him to go and get married, and as they discuss debts, Balu quickly calculates and impresses them. They ask him to share his story, and he does.

Balu is always top-ranked in his college. Mahalakshmi, his cousin, comes to Balu's house to continue her studies. She is in awe of her Mr. Perfect 'Bava', expressing 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 suggests he simply 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, while Balu gets second. Balu is hurt by this as he usually gets the first rank, and he plans to sabotage her studies. Mahalakshmi does the same. But to their surprise, Ajith 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. However, Balu gets attracted to her. The couple starts studying together, and Mahalakshmi distracts Ajith. Balu gets the 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 beautiful and successful 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. The two couples get engaged. Their grandmother wishes for Balu and Mahalakshmi to visit their grandfather and give him a false invitation where Balu and Mahalakshmi are getting married. Under persuasion by their uncle John Acharya, they agree to visit their grandfather under the pretentious names of Shahrukh and Kajol so that they can forget their issues during the journey. They do so and convince the grandfather that they are getting married and also convince him to not attend their wedding.

Balu, angry that Ajith is greater than he is, puts his company at 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 decides to join his company as his project manager and toils to rescue him. They make an excellent team, and Balu's company is saved. At an after-party, Balu credits Mahalakshmi for his success. She unknowingly hurts Balu's ego again. 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 her feelings, Balu refuses to believe her.

Back in the present, at the bar, their grandfather interferes, and they both admit their feelings to each other. They finally unite in the end.

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
 * 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"