This notorious tagline became a rage despite the fact that it was uttered by Prakash raj – who played villain in Ghilli. Prakashraj falls head over heals for Trisha and tosses this dialogue every time he sees her. The result - Prakash raj became the most loved villain and Chellam I love you, a Phenomenon. From then on, Prakash raj started using the chellam word for referring everyone in reel life as well as real life.