Neerraja Kona, stylist and costume designer who is making her directorial debut with the Telugu romance drama Telusu Kada, releasing on October 17, is nervous but brims with enthusiasm when she discusses her film starring Siddhu Jonnalagadda, Raashii Khanna, and Srinidhi Shetty. She describes the film as a new-age romance with edgy characters, a strong music album, and hopes that the audience will connect to the three pivotal characters. “We’ve gone beyond feel-good romance and brought in a new perspective,” she says.
Neerraja’s first film as stylist was the 2013 Pawan Kalyan starrer Attarintiki Daredi, after she assisted the costume design departments for films like 1-Nenokkadine: “In the first year, I worked on 13 films helmed by leading directors such as Trivikram Srinivas, Harish Shankar, Krishvavamsi, Bobby, VV Vinayak, and Gopichand Mallineni. All that experience shaped my interest in cinema.”
She recalls discussing cinema, in depth, with actors Samantha, Nani and Nithiin, director Gowtam Tinnanuri and producer Sandeep Mudda, over the years. “But I had no idea that someday I would write a story or screenplay.” They were her sounding boards for Telusu Kada: “As a friend, Nithiin would give me very positive feedback. Nani, Gowtam and Sandeep would critically evaluate it and help me write better.”
For Gen Z
Initially, her story was a feel-good romance, in the zone of Mani Ratnam films that she had grown up watching. When Nithiin suggested Siddhu Jonnalagadda for the male protagonist, things took a turn.
Raashii Khanna and Siddhu Jonnalagadda in the film
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Special Arrangement
By then, Neerraja had narrated the story to renowned cinematographer PC Sreeram and editor Sreekar Prasad. “The fact that these legends liked my story validated my writing. I’ve grown up being mesmerised by PC sir’s work, and it was a big deal to narrate the story to him.”
Given Siddhu’s edginess in his recent films, including DJ Tillu and Tillu Square, the story was tweaked to give it a new-age appeal. “Since Siddhu is also a writer, he brought in his perspective,” adds Neerraja. Siddhu is credited with additional writing for the film.
As the film grew into a more commercial venture, Neerraja and PC Sreeram decided to part ways. “It was mutual,” says Neerraja. Cinematographer V S Gnana Shekar stepped in.
While Siddhu might be in the spotlight after the Tillu films, Neerraja assures that both Raashii and Srinidhi have substantial parts. “I don’t think the audiences have seen Raashii and Srinidhi as such characters in a Telugu film earlier. I can say a lot about their performances, but it will have to wait till the film’s release.”
Neerraja is armed with a degree in fashion marketing and visual merchandising from the Fashion Institute of Design and Merchandising, Los Angeles. “I had never sketched as part of my course. But once in the film industry, I began learning.”
Unknowingly, there was also a writer in her waiting to be tapped into, perhaps subconsciously inspired by her brother — screenwriter Kona Venkat. A few years ago, Neerraja penned a book of poems titled Waves, Sand & Magic. She also began working on stories, intending to hand them over to directors and production houses. “My friends encouraged me to direct so that I can narrate the stories the way I had visualised them. I was not prepared to be a director; I hadn’t even assisted anyone.”
Eventually, she took the plunge. But not before having a handful of stories in place, so that she could direct films in quick succession. “I would write during breaks on film sets, seated in a corner or in caravans, scribbling thoughts as they came. When I completed the Telusu Kasa screenplay on Celtx (software), it was deeply satisfying.”
Game for diverse reactions
Srinidhi Shetty and Siddhu Jonnalagadda in ‘Telusu Kada’
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Special Arrangement
Without giving away the film’s crux, Neerraja says that a character’s reactions to a conflict point might elicit diverse responses. “I believe each one of us has a dark side. At the risk of getting flak, I decided to stay true to the story and how I think that a character is likely to behave. Romance comes with pain and complications. Harsha’s character becomes the voice of reason, often asking questions the audience might think of.”
A first film often reflects a director’s experiences or observations, with cinematic liberties. Neerraja agrees that there’s a bit of her in the film’s three pivotal characters. “Whether it’s my poetry or screenplay, what I feel at that moment comes through in my writing.”
When Neerraja stepped into her new role as director, it was not easy. She was no stranger to working on film sets. “Yet, it was all new. I wasn’t even sure if I’d be able to say start, camera, action, with confidence. We filmed for 80 days. By the end of it, I was more confident. I relied on my inner strength to speak with conviction to editor Navin Nooli, music composer Thaman, and many experienced technicians.”
For Telusu Kada, she handed over the responsibilities of costume design and styling to Sheetal Sharma and Lanka Santhoshi, so as to not spread herself too thin. “Direction has been a learning experience with happiness and heartbreaks. I learnt the importance of letting go of some portions I had written, for the betterment of the film.”
Neerraja says she has always been a quick learner. “I took an editing class with Sreekar sir in 2019, I observed Thaman recording music in his studio, and all this helped me.”
She looks up to Zoya Akhtar’s ability to narrate a story with integrity and make it commercially viable to a large audience. That’s a space she aims to be in, narrating stories of substance that also entertain.
Published – October 07, 2025 12:02 pm IST
