``I hate luv storys`` is the maxim Jay lives by. But as an assistant director to Veer, the most famous romantic filmmaker of Indian Film Industry, Jay has little option but to live with larger than life, glossy, cinematic love on an everyday basis. Things only get worse when he is made to work under the new production designer on the film. Simran, with whom he shares the strangest first encounter! Simran loves luv storys; So much so that even her life has begun to resemble one. With her ideal job and the perfect boyfriend, Raj, she lives a blissful, dreamy life; One that is rudely interrupted by Jay`s cynicism.