Veturi's influence on Tollywood

Telugu literature is like a flowing river. There will be major tributaries, minor tributaries, sub tributaries and so on which join the river at various phases enroute its way into sea. Legendary lyricist Veturi Sundararama Murthy can be rated as the major among major tributaires who enriched the Telugu literature. In Telugu we say, ‘Mahanubhavulu Urike Puttaru’…yes, Veturi is one man in Telugu film industry who gave a new life to Telugu cinema lyric. He was born with a purpose (Kaarana Janmulu), fulfilled it and then went back to almighty to get busy on one more task.

If Telugu cinema lyric is to be divided based on chronology; then it can be said as Pre - Veturi era and Post-Veturi era. Veturi has left such a deep impact on Telugu film lyrics that we may not be able to get out of it for atleast 100 to 200 years from now. Veturi has fulfilled the void which slowly started to appear when C. Narayana Reddy has himself moved away from the industry. Take it from Sirivennala Seetharama Sastri to Sirasri, no body can escape from the trap Veturi laid. May it be ‘Pada Prayogalu, Pada Prabhandhaalu, Jigibigi Allikalu…’ Veturi has touched each and every corner of Telugu lyrical excellence.

We see the same pen for ‘Aaku Chaatu Pinde Thadise’ or ‘Shankara Naadashareraapara’ or ‘Venuvai Vachchaanu’ or ‘Annamayya Jananam’ or ‘Ee Duryodhana Dushaasana’ or ‘Abheebhi Abheebhi’ or ‘Aamni Paadave Haayigaa’ or ‘Raalipoye Puvvaa Neeku Raagalenduke’ or ‘Navvave Nava Mallika Aasale’ or ‘Narudi Bathuku Natana Eeshwarudi Thalapu Ghatana’ or ‘Aakaasha Desaana Aashaada Maasaana’…the list goes unending. Veturi catered to each and every category of prodcuer and director…he was like a vast ocean of knowledge. You bring a glass Veturi fits into it, you bring a bucket even Veturi fits into it, you bring a heavy tanker then too  Veturi fits into it. Such was his ‘Gnyaana Sampada’ and this may be the reason why he was undisputed king of Tollywood for last 40 years.     

Going back to his early days of career, it was a period where lyricists were looked down as low graded technicians in industry. Veturi Sundararama Murthy has waged a lone battle against this inhuman nature against lyricists. The heavy remunerations which lyricists of present generation are enjoying is the fruit of his struggle. Audience  now look after the titles in theatres to see who the lyrcists are? He gave a rare recognition to Lyricists.

Although Veturi is physically absent but his lyrics will stand tall and his soul will never live this Telugu land. ‘Telugu’ and ‘Veturi’ are synonymous to each other.