Production for the film was officially launched on 2 March 2008 at FNCC in Hyderabad . B. V. S. N. Prasad coed @-@ produced the film with Allu Aravind under his production banner , Geetha Arts . M. Rathnam was announced as the dialogue writer while Rajamouli 's usual associates K. K. Senthil Kumar , Kotagiri Venkateswara Rao and M. M. Keeravani worked on the film 's cinematography , editing and music respectively .