‘Mega’ References In Nara Hero’s Movie

For people who are keen in noticing even the background elements used in a movie to set the mood, here is something quite surprising. Generally fan-driven industries like Tollywood don’t take names of other competitor heroes in their movies except if they are their associates, family and godfather. Something interesting has happened in that line with yesterday’s release ‘Rowdy Fellow’. 
Nara Rohit and debutant Krishna Chaitanya have come up with rather slow movie ‘Rowdy Fellow’ but still dialogues and certain scenes continue to fascinate. In the movie, Rohit has taken up referencing Balayya in one scene and used visuals of NTR in another scene. This is obvious as he hails from the politically powerful Nara family, the driving force of Telugudesam party and NTR’s ideologies. But what surprises is the mega presence too. 
Opening scene of the movie features popular ‘Atu Amalapuram’ song from a Chiranjeevi’s film while another scene hosts a poster of ‘Arya’ movie. In a scene that happens near a theatre, Attarintiki Daredi is the film shown screened there and that sent crowds into cheers. What is this mega reference all about anyway? Is it just casual or intentional?