Why a 2010 Bollywood hit used an intentional misspelling for its title
In short: Released in 2010, the romantic comedy I Hate Luv Storys became a box office success despite its cynical premise. Starring Imran Khan and Sonam Kapoor, the film explores the tension between a woman obsessed with cinematic romance and a man who fundamentally disbelieves in love, all set against a vibrant musical backdrop.
Directed by Punit Malhotra and produced by Dharma Productions and UTV Motion Pictures, the film follows Simran, an art director who lives her life like a Bollywood romance, and Jay, an assistant director who loathes the genre. Jay’s skepticism is rooted in his mother’s traumatic divorce, a background that creates friction with his director, Veer Kapoor, who is famous for his love stories. The film’s title, I Hate Luv Storys, was chosen for specific numerological reasons, featuring an intentional misspelling of the word 'love' to align with these beliefs.
The production spanned locations from Mumbai to Queenstown, New Zealand, and was supported by a soundtrack from Vishal–Shekhar. Upon its release on 2 July 2010, the film was a commercial hit, grossing ₹72 crore worldwide. Critics offered mixed-to-positive reviews; while many praised the chemistry between Khan and Kapoor, the cinematography, and the music, others criticized the screenplay for being predictable and simplistic. Despite these critiques, the film resonated with its target audience, particularly in multiplexes.
The film’s legacy is tied to its musical success and industry recognition. The song 'Bahara' earned Shreya Ghoshal a Filmfare Award for Best Female Playback Singer, and the track 'Bin Tere' received multiple nominations. The soundtrack, released on 25 May 2010, was noted for its guitar arrangements and romantic appeal, with parts of 'Bahara' even appearing in international pop music. Ultimately, the film serves as a study in the enduring appeal of the romantic genre, even when framed through the eyes of a self-proclaimed skeptic.
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