Actor Krishna Ajay Rao says he has become more selective about the films he promotes, insisting that strong content matters more than aggressive marketing. Speaking at the launch of 'Amora,' the first single from his upcoming film Partner, the actor used a "rolled gold" analogy to describe projects that appear promising at first but fail to live up to expectations.
Calling Partner a film close to his heart, Ajay Rao said he considers himself a "salesman" whenever he promotes a film. "When I promote a film, I become its salesman. If I don't like the quality of the film myself, how can I convince others to watch it?"
Explaining his "rolled gold" analogy, Krishna Ajay Rao said filmmakers often present a project as though it were "gold", but only after joining the film does he realise it is actually "rolled gold", an imitation that lacks real value. "For love stories and romantic films, I know I'm a good salesman. But before I sell something, I need to know it's genuine gold and not rolled gold."
The actor stressed that publicity alone cannot make audiences embrace a weak film. "If the content isn't good, promotion alone won't make people watch it."
Ajay Rao said Partner was one of the rare films that immediately gave him confidence. "This film is very close to my heart. I have put a part of my heart into it. Sometimes, you can sense a certain magic right from the beginning of a project, and Partner is one such film. I am extremely confident about it. It beautifully speaks about human values and emotions. The emotional core that audiences associate with my kind of films is very much present in this one."
Recalling one of the best moment of his career, Ajay Rao said the extraordinary response to his breakthrough hit Excuse Me. "During Excuse Me, crowds stretched from Anand Rao Circle to Triveni Theatre. That kind of craze is difficult to see today."
He also addressed the discussion surrounding the satellite rights of his recent production, Yuddhakanda: Chapter 2. While he did not reveal the full story behind why the satellite rights were not sold, he said the film recovered well after its digital release.
"There's a long story behind it. But within three months of its release on Amazon Prime Video, the film earned around ₹2 crore. The first week's theatrical business was affected because of the Pahalgam attack."
He further talkin on his journey, Ajay Rao said opportunities to work on what he considers "real gold" scripts have been few and far between since the success of Excuse Me.
Directed by Shivathejas, Partner stars Ajay Rao and Brinda Acharya and explores contemporary themes such as Gen Z relationships, breakups and live-in relationships while highlighting human values and emotions.
Director Shiva Tejas said the film was inspired by the idea that everyone has a "partner" in life and blends that thought with Gen Z relationship themes. "My friendship with producer Harish began during Dil Pasand. Everyone has a partner in life, and with that thought, combined with Gen Z themes, I have made this film. 'Amora' has also been created especially for today's younger generation."
Producer Harish Devitandre described Partner as a family entertainer. "If I am standing here today, the credit goes to my mother and my wife. We have made a film that families can watch together without any hesitation. Anand Audio has acquired the audio rights for an amount equal to nearly 50 percent of what Ajay Rao's films generally receive for satellite rights."
Brinda Acharya, who plays the female lead called 'Amora' one of the best songs of her career. "'Amora' is one of the best songs of my career. I feel fortunate to have worked with such a wonderful team."
Music director Nakul Abhyankar revealed that 'Amora' was selected from ten compositions, while lyricist Nagarjuna Sharma and sung by Kunal Ganjawala said the song offers a refreshing perspective on finding love. Choreographer Murali and actor Aravind Rao also shared their experiences of working on the film. The song was shot in Puducherry.
Produced by Harish Devitandre under the HPR Enterprises banner, Partner has been extensively shot in and around Bengaluru and is currently in post-production. The film features cinematography by Sugnan, editing by KM Prakash, music by Nakul Abhyankar, and four songs with lyrics by Kaviraj, Pramod Maravante, and Nagarjuna Sharma.
