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Ravi Kumar Panasa, the new buzz word in South Indian Film Circuit, has a struggling background that has shaped him as a relationship builder. His experience in various businesses and outlook he has acquired from different industries has finally made him the best PR in Film Industry. Ravi Panasa is a new buzz word in Telugu film industry that has got the tags of PRO, Editor of Film Magazines and now the CMD of his esteemed film publicity company RK Media Promotions. He is taking stride to Bollywood as well. In an exclusive interview to a2zindianews.com he has shared many things about his past experiences, present mission and future vision. Let us move into the details.

What made you come into film industry? Can you throw light on this?

I need to peep into the turned over pages of my past to answer this. I hail from a middle class background. My father was an MRO. Since childhood I have immense passion on movies but never thought about making a career in this industry. Many of my friends desired to get into films but none could get. I never thought but got into. That’s what destiny is. I thought of settling down in USA after engineering. But that didn’t happen due to my family background. I studied in Suryapet Loyola and I was the School Pupil Leader. My college days were completed in Nalgonda. Later I thought not to be a burden for my father and hence started earning while learning. I got into a bread making business as a partner to my friend. That was at my 21st year when I started learning ABCD in business. But by the time I learnt something, I was ended up with Rs 10 Lakh loss. Our house used to get hit by lenders every day. My father shouted on me for irresponsible handling of business. I walked out from home with anger in that blood-boiling age, and took life as challenge. I came to Hyderabad and joined as Marketing Executive in Tata Cellular with Rs 3500/- monthly salary. That was in the year 2000. My style of marketing was different and hence I could clear targets very easily. Within one year my pay pack turned Rs 40000 per month. The person who interviewed me worked as subordinate to me at that time. I could grow that way not only with marketing style but my attitude of respecting even my subordinates. I received Best Salesman Award and earned Rs 15 lakhs per annum on incentives after reaching targets. I cleared all my debts. My dad felt happy. But again as someone advised me, I started my own cellular business by hiring 40 employees and opening a big floor in Dilsukhnagar. The competition with the names of Hutch and Reliance has blown my business. I had no other way than shutting down that business and shifting to Jubilee Hills, where I was known to none. I felt ashamed leading a penniless life in Dilsukhnagar area after running such a big business. Hence I rented a room for Rs 2000 per month in Jubilee Hills. Unexpectedly the portion above my room happened to be a Film Production office. My rapport developed with the owner of that company and he liked me. He called me and made me an associate director to his next film. Initially Puri Jagannath was supposed to be the director that film. I felt very happy as I have huge respect on him. But he dropped from the project and someone else directed that movie- ‘Anaganaga Oka Kurradu’ that failed at box office. Later I worked as Asst Director for Srinu C/o Anu and Brahmastram. I also worked for Chiranjeevi’s Thumbs Up Ad and I was a frequent visitor to his house those days. I happened to go close with Sharwanand from that Ad as he worked for that at that time. And all that I got for working in that Ad is Rs 500 (five hundred only) and that too a crossed cheque. That was in 2004-05. I understood how difficult it is to earn in entertainment business. At that time I happened to get inspiration from Puri Jagannath’s interview in a magazine. He said, “No established director gives break for new aspirants as he will have established team with him. Only new directors can give place for them”. I followed those words and succeeded.

What do you consider the main quality that a person should have to be successful as PRO in film industry?

That is simplicity in approach, marketing the artiste for whom he works effectively and maintaining wide and healthy media and public relations.

How did you become editor for film magazines? And how that experience added to your hat?

The man who gave break for me in my life is director Madhura Sridhar who was only an audio company and film magazine owner and Software Professional at that time. He made me the AP content manager for his audio company. Later he made me Assistant Manager to his Cine Star magazine and knowing my work he made me editor to that. My success stride started from then. He is so kind that he encouraged me a lot. I moved from Cine Star to Bhoomika’s ‘Mayanagar’. As editor to magazines I had the opportunity to meet all the directors, producers, actors and actresses very easily. Eventually I turned PRO for Sharwanand, Neha Sharma, Colors Swathi, Tashu Koushik and Surveen Chawla. And apart from Madhura Sridhar, I have a person who has been giving moral support for me since I walked out from my home in search of job in Hyderabad. I’m indebted for her. And now Sharwanand is also supporting me a lot in my business growth.

What are the goals of your company RK Media Promotions?

It’s an in-filming branding company in association with S5 Bollywood, a leading media promotions company in Mumbai. RK Media promotions deal with the services for entire South Indian films. I named it as RK to show myself in that- Ravi Kumar. I now have contacts and contracts with 200 companies for in-filming branding which is first of its kind in Tollywood.

What are your future plans and what are the advantages with RK?

RK Media will venture into film making down the line. And any producer who approaches RK Media Promotions will no way lose his money. I have lost a lot in my earlier business and hence I know the value for money and also know how to avoid the money losing circumstances in any business. That way I wish to continue with win-win philosophy for ever.