In Mahabharat, The warrior prince Arjun was cursed to take a woman's body for a period of time which of course he uses to disguise himself in the Virat kingdom. The curse, however, has proved to be a blessing of course ina disguise for the screen princes to attract the audience and rake in moolah.
Legendary actor ANR, with his signature style of romantic histrionics has started his career playing the role of a girl. And at large, initially it was an act by comedians like Relangi, Padmanabham, Allu, Mada etc but eventually the heroes like NTR, ANR, Krishna, Sobhan Babu started wearing the woman avatar and it became a huge attracting point among alls ections of audiences.
Writers and directors created special situations to incorporate this disguise into the story. It ranged from wooing the heroine, doing this to escape from circumstances of adversary, using it as a disguise to enter the villain's den etc. Stars who had dashing macho image on screen like Krishna, Chiranjeevi, Bala Krishna, Nag and Venky and Tamil heroes like Kamal Hassan, Vikram etc have turned into eunuch avatars to woo audiences.
Even the comedy heroes like Rajendra Prasad, Naresh and new age heroes like Allari Naresh have doen this successfully. So, when news broke out that Manchu Manoj and Sumanth are donning the lady getups in their respective films 'Pandavulu Pandavulu Tummeda' and 'Emo Gurram Egaravachchu', it instantly triggered the imaginations of audiences, making them situp and take notice once again.
While this act helps the heroes touch the hearts of their female following while entertaining the male fans, it also provides them with an opportunity to prove their acting skills. Transformation of one's persona is all about acting and hence, becoming what you are not, would help these young actors evolve even as human beings, helping them understand the other sex's iassues closely.