Here is a working still from the sets of Nannaku Prematho. While Hero NTR is sitting in the shade, producer BVSN Prasad is sitting under the sun without an umbrella. Of course the hero needs to sit under the shade to take care of the makeup and costume.
The producer also could have taken an umbrella from the set organizers, but instead Prasad chose to sit under the sun and watch the shoot.
This man is known for his hospitality and simplicity. Do we need further examples to prove his love for cinema?