Producer K S Rama Rao has launched a new film titled ‘Amruthamgamaya’ introducing his son Vallabha as director. Vallabha earlier made his debut as director through the film ‘Evare Athagadu’. Besides playing the lead role in ‘Amruthamgamaya’, Vallabha will handle the story, screenplay and direction. K S Rama Rao will produce it on Creative Commercials & Media Entertainment Ltd banner. The film will features old and new artists. It will have dialogues by Bayyavarapu Ravi and music by Sunil Kashyap. Details of the star cast and remaining technicians will be announced shortly. Regular shooting will begin in December. The film’s release is planned in May 2014.