MUMBAI: Veteran Telugu film producer and noted lyricist MS Reddy expired at his residence yesterday after a prolonged illness. He was 87.

Popularly known as ‘Mallemala‘, Sundara Rami Reddy was also known as ‘Sahaja Kavi‘ for his lyrical simplicity in penning poems. He penned more than 5,000 lyrics and played a vital role in the shifting of the Telugu film industry from Chennai to Hyderabad.

One of the most respected personalities of the industry, Reddy, during a career that spanned about 60 years, produced hit films like Ankusam, Talambralu, Ahuti, Baala Ramayanam, Ankusam, Ammoru, Agraham, the more recent film being Arundhati.

He worked with some of the industry‘s most popular heroes, including NTR Jr who made his debut in Baala Ramayanam, which Reddy made with 3,000 child artistes.