The makers of Narne Nithiin's second film Aay officially unveiled their project's title on Monday. The film, titled Aay, is produced by Allu Aravind's banner GA2 Pictures. It is their ninth production so far. The film was announced in July last year. Aay is written and directed by Anji Kanchipalli. It is Anji's debut film. Bunny Vas and Vidya Koppineedi have produced the film. 

Aay has wrapped up principal production and post-production for the project is currently underway. The film was announced with a title announcement video. The promotional video features a skit between Narne Nithiin, the film's female lead Nayan Sarika, producer Bunny Vas and director Anji Kanchipalli, where they collectively attempt to decode the meaning of the word Aay. They end the video by announcing that the film will be gearing towards a summer release. The first look of Aay will be unveiled on March 7.

To the uninitiated, Narne Nithiin is Jr NTR's brother-in-law. Nithiin made his screen debut last year with the campus comedy MAD, which proved to be a smash hit in the box office. Bhanu Pratapa and Riyaz Chowdary serve as the film's co-producers. Ram Miriyala is the music director of the film, with cinematography by Sameer Kalyani, editing by Kodati Pavan Kalyan and production design by Kiran Kumar Manne.