In the world of cinema, where storytelling relies not just on performances but also on the visual environment, production designers play a crucial yet often understated role. Among the most prominent names in Telugu cinema today is Avinash Kolla, a craftsman known for his meticulous attention to detail and ability to recreate entire worlds on screen. With acclaimed films like Mahanati, Jersey, and Dasara in his filmography, Avinash has steadily carved a niche for himself as one of the most sought-after production designers in the industry.
Avinash's latest project, Peddi, starring Ram Charan and directed by Buchi Babu Sana, according to him, is the most challenging and satisfying work of his career so far. A period action drama set in the 1970s in and around Vizianagaram, Peddi demanded a level of authenticity and scale that pushed the designer to his limits. Avinash recalls that the journey began the moment he heard the script. “In my decade-long career, this is the first time a story affected me so deeply. After the narration, I couldn’t even respond for about 20 minutes. That’s when I knew this project needed everything I had,” he says, as he adds that he believed that the emotional strength of the story is the foundation for the visual world he would go on to create.
One of the biggest challenges was that the team could not shoot extensively in real locations. This meant that entire environments had to be recreated from scratch. Large-scale sets were constructed to resemble the streets, landmarks, and surroundings of Vizianagaram as they existed in the 1970s. “Our goal was simple — when the audience watches the film, they should never feel like they are looking at a set,” Avinash says. He elaborates that the team had to go beyond conventional set design to achieve this. For instance, since jaggery production was a key activity in that region during the period, Avinash and his team recreated the entire process authentically. "We brought in artisans, sourced traditional tools, and even produced jaggery live during the shoot using age-old methods without chemicals. We didn’t want it to look staged. We wanted it to feel lived-in,” he notes.
The two most crucial elements to make the protagonist's journey convincing were the sugarcane factory and the wrestling paraphernalia. While the sugarcane factory was constructed on almost 20 acres in Mysore, the team spent over a month designing an arena that reflected the cultural and geographical identity of coastal Andhra for the wrestling sequences. Avinash is quick to point out that while the film features wrestling, comparisons with other films in the same genre are misplaced. “The sport may be the same, but the context, treatment, and emotional backdrop are entirely different,” he says.
The design team faced twin challenges: Possessing everything the film demanded, while also avoiding any comparisons to Ram Charan's Rangasthalam. While both films are set in similar time frames, Avinash ensured that Peddi had a distinct identity. “Rangasthalam is set in the Godavari region, whereas Peddi belongs to coastal Andhra. The textures, colours, and even the architecture are different, and we were careful to reflect that,” he explains.
Among the most ambitious undertakings was the creation of a hill-station village set in Hyderabad. "Built over several months, the set involved reshaping the terrain, adding layers of greenery, and constructing structures that would convincingly resemble a village nestled at the foothills. When you watch it on screen, you won’t believe it was shot in Hyderabad,” Avinash says with a confident smile.
What sets Avinash apart is his philosophy towards production design. For him, success lies in invisibility. “If the audience notices the set, we’ve failed. It should feel like a real place where the story is unfolding naturally,” he says, adding that this has been the guiding belief for his works.
The scale of the project is reflected in the numbers as well. Avinash reveals that 24 major sets were built from scratch, along with 60–70 additional setups. Despite the logistical challenges of working with a large cast and crew, Avinash found strong support in director Buchi Babu Sana and cinematographer Rathnavelu. “When the director, DOP, and production designer are in sync, the film automatically reaches another level. We had that understanding throughout,” he says.
Beyond the technical aspects, what excites Avinash most about Peddi is its emotional core. “This is not just a visual spectacle. It’s a deeply emotional film. I believe audiences will walk out of theatres with tears in their eyes,” he says. He seconds filmmaker Sukumar's recent statement, where he said that Ram Charan’s performance in Peddi could surpass his work in Rangasthalam. “That’s because the story has that kind of strength,” Avinash adds.
As he reflects on his journey so far, Avinash Kolla remains grounded yet ambitious. With upcoming projects like Paradise and a film featuring Chiranjeevi, he continues to push boundaries in his craft. But for now, Peddi stands as a milestone — a project that not only challenged him but also reaffirmed his belief in the power of authentic storytelling through design. “Every film teaches you something. But Peddi gave me everything—a great story, a great team, and the chance to create something truly memorable. For me, it will always be special.”