Actor Ruslaan Mumtaz strikes back with Producer Dr Anil Kumar Sharma in association with Dr Pallavi Mishra, Amrapali Media Vision's 'I Don’t Luv U', which is a dark love story. Written and directed by Amit Kasaria, the film also stars debutant Chetna Pandey, Murli Sharma, Ravi Khemu and Ragesh Asthana in key roles.

The new generation’s view of fast-track time-pass relationship has been portrayed in this film and it is scheduled for Indian theatrical release on 17th May 2013. The music label of the film is AMV Music. I Don’t Luv U focuses on the youth of today.

The fun loving and frivolous lot, who are extremely casual in their relationships and do not want to delve into the intricacies of true love, commitments and fidelity. It is a blend of light hearted witty moments as well as harsh unforeseen realities of life.

Yuvaan (Ruslaan Mumtaz), a young handsome boy and Aayra (Chetna Pandeya) a beautiful NRI girl are just like any other teenager of this generation, who want to experience their life by getting together in a relationship? They are willing to go through the most beautiful and much needed feeling called “Love”.

Without realizing what they are doing in the heat of adolescence and the curiosity of discovering each other closely, they end up into an uncontrollably ugly situation, which shatters their life completely.

Will Yuvaan fight back with circumstances to get his love and life back on track? I Don’t Luv U also lays emphasis on the potential role of media in a common man’s life. It elucidates that if misuse of media can jeopardizes commoner’s life, at the same time, if used judiciously, it can act as savior.