'Rough' starring Aadi as hero, Rakul Preeth Singh as heroine and Srihari in pivotal role is being directed by C H Subba Reddy and produced by Madhavaram Abhilash on Sridevi Entertainments banner. M Sudarshan Rao is the presenter. The first look logo of the film was released on Sunday in Hyderabad. S V Krishna Reddy and Atchi Reddy released the logo of the first screen, while Sai Kumar and Srihari released the second screen and Senthil Kumar unveiled the third screen.

Soon after that Srihari addressed the gathering and said, "S V Krishna Reddy and Atchi Reddy are always the first to encourage the new talent. I'm very happy to see them in this function. Sai Kumar and I belong to the same generation. Sai Kumar's son is like a son to me. I was the happiest person among all when I came to know about Aadi entry into films. This film will definitely give a good break to Aadi as a mass hero. Director Subba Reddy carved the film very well. Every artist in this film has prominence. Every frame of Senthil's camera will appear like a painting. I wholeheartedly congratulate the entire crew. I consider the producer also like my own son. To step into this industry and grow to the extent of providing jobs to others, one should have the cinema knowledge even though he is highly qualified in education."

Krishna Reddy said, "Subba Reddy worked as my assistant. He is person with strong will-power. Every work, be it a rough job or a creative work, he does it with dedication. He is aware of mass pulse. Aadi's still in the logo appears like a knife walk. He was nothing less to anybody. Subba Reddy got a weapon like Aadi. One can imagine the beauty of the film if Senthil joins Aadi-Subba Reddy combo. Marudhuri Raja's dialogues will definitely impress all and makes everyone laugh aloud. 'Egire Pavurama' is the best film in our combination. I wish this film to become a big hit."

Atchi Reddy said, "Venkat introduced Aadi to the film industry. His belief in Aadi has made him grow big. Aadi improved his acting skills. He is the hero of directors and produces with good taste. Highly qualified technicians are working for this film which is being made by a talented producer. So 'Rough' should definitely become a huge hit."

Marudhuri Raja said, "While everyone keeps thinking about their children's future, I always keep asking my children about my future and they keep encouraging me. My son is making his debut as executive producer with this film. I only suggest my crew about the discipline followed by Atchi Reddy and Krishna Reddy. I also advice them to know the positive vibrations and human values."

Senthil Kumar said, "I love being behind the screen. Subba Reddy is known to me since long. He is very active in everything he does. I'm working with a wonderful team. I was a camera assistant during the making of 'Premaku Velayera'. Today, I'm really very happy to seen S V Krishna Reddy and Atchi Reddy in this function."

Heroine Rakul Preeth Singh said, "I'm very happy and also feel lucky to be part of this film. Suba Reddy is a wonderful technician. He is the man with clarity thoughts. I'm very happy to work with Senthil Kumar. Aadi's dances and performance are outstanding. 'Rough' is a mix of romance, drama and family entertainer."

Director Subba Reddy said, "So far I've seen Aadi in one angle and turned into his huge fan. I'm carving this film exactly the way I wanted to see him on the screen. The 3rd schedule will start from 27th of this month. We have completed two schedules in 40 days. We are planning to shoot songs in foreign locations in July and release the film by August. I was little scared when I started this film, however Senthil, Marudhuri Raja and Mani Sharma have encouraged me by giving me moral support. We have completed shooting of three songs. All technicians are giving good support. The story of 'Ruff' is about a guy like bullet. That's the reason why we chose the title 'Ruff'. All dialogues will be emotional and at the same time we will not miss family elements. 'Rough' can be watched by the entire family. Rakul is a hardworker and appears like a Telugu girl. Everyone will call Aadi as Rockstar after this film because he will appear in a trendy and dynamic role. We are receiving positive response from the editing room."

Aadi said, "I was shocked when I heard the title 'Rough'. But for the first time I'm doing a good commercial love story. Poster is pretty interesting. We have planned this film in order to shift to commercial sector through this cute love story. I'm very comfortable to work with Senthil. Srihari garu always encourages me. Rakul is a teriffic actress. Marudhuri's punch dialogues will grab everyone's attention. Vinod and Abhilash did this project without compromising on anything. I'm very happy to work Mani Sharma garu too. Bhaskara Bhatla garu provided very good lyrics. We are going to start the third schedule very soon."

Sai Kumar said, "Rough is a full-fledged love story. We have decided not to shoot even a single shot without Senthil. Mani provided wonderful music. Marudhuri Raja's dialogues will receive special applauds. Abhilash is doing this film with complete dedication." Updated May 21, 2013