Ashish Reddy's Selfish starts rolling

After making a confident debut with Rowdy Boys, actor Ashish Reddy will next be seen in a youthful entertainer titled Selfish.

Helmed by Kasi Vishal, a former associate of director Sukumar, the film was launched with a pooja ceremony in Hyderabad on Friday.

Produced by Sukumar Writings in association with Dil Raju's Sri Venkateswara Creations, the film's launch was attended by actor Dhanush, directors Harish Shankar, Anil Ravipudi and Sriram Venu among others.

"Selfish is going to be a challenging film for Ashish. It feels exciting to collaborate with Sukumar after a long time. The principal photography will begin shortly in the city," said Dil Raju.

Composer Mickey J Meyer has also come on board, while S Manikandan is the cinematographer. Harshith Reddy, Hanshitha Reddy and Ashok Bandreddy are the co-producers of the film, with Chandrabose as the lyric writer.

The female lead and other details of the film will be announced soon.