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TV soap opera baron Ekta Kapoor launches her new project 'Kya Kool Hain Hum' successfully this week. Ekta has terrible luck when it comes to contemporary Bollywood cinema. "K" factor has worked wonders in TV operas ("Kyunki Saas Bhi Kabhi Bahu Thi" and "Kahani Ghar Ghar Ki"), but failed in cinema. Films like "Kyunki Main Jhooth Nahin Bolta", 'Kuchh To Hai' and 'Krishna Cottage' bombed at the box office. Believe it or not, Ekta has struck gold this time with youthful fun- filled entertainer 'Kya Kool Hain Hum' ('KKHH'). The film derives its plot and subject from successful Hollywood flicks 'American Pie', 'American Pie 2' and to an extent Indra Kumar's 'Masti'.

'KKHH' cannot be termed as absurd comedy but naughty and rib- tickling though. The film has a load of fun filled humorous plot that emanates in David Dhawan's films. "Get Kool This Summer", the film tagline is derived from the tagline "This summer it's all about sticking together" from 'American Pie 2'. 'KKHH' is a joyride that is stretched into two and half hours with some fine performances. Item girl Ishaa Koppikar is simply brilliant and best among the "cool dudes" on the screen. Tusshar Kapoor and Riteish Deshmukh on screen pranks are praise worthy with some well-conceived hilarious moments. Product endorsements have been added attractions with some national and international brands featuring in major parts of the film.

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Brands like "Spykar Jeans", "Barista Coffee Bar" and "Pantaloons" featured at major portions. The film shows promising signs to endorse products through powerful media of cinema in a positive way. Added attractions like "Dil Mera" from Rishi Rich, Jay Sean and Juggy D have enlightened film prospects. MTV host Sophiya has been another factor that raises hopes with some fast pace track. Director Sangeeth Sivan has earlier directed films like 'Zor' and 'Chura Liya Hai Tumne'. He was supposed to direct horror film for Ekta Kapoor, but the failure of 'Krishna Cottage' has prompted them for youthful comedy.

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'Kya Kool Hai Hum' centers around two fun loving guys Rahul (Tusshar Kapoor) and Karan (Riteish Deshmukh). Karan is sincere and hardworking and plans to make big in real life. Karan is simply opposite of Rahul as for him life is a joyride to be enjoyed. Despite the fact they are shades different they are bosom friends. Rahul aspires to be country's biggest fashion designer whereas Karan dreams of a beautiful and rich girl. Their dreams and aspirations bring them to the land of opportunities - Mumbai. Mumbai is terrified by serial killings and rapes of innocents. The police is in search of a serial killer. Circumstances take funny turns and Rahul becomes the prime suspect of the serial killing. Hilarious criminologist Dr Screwwala (Anupam Kher) along with the police plans to nab Rahul. Beautiful, vivacious and violent police officer Urmila Matondkar is assigned the job of nabbing Rahul.

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Urmila enters Rahul's life and seduces him with her seductive gestures and moves. She plans to expose Rahul's evil doings to the police and public. Karan makes ambitious plan as he entices his boss' ex-girlfriend Kiran. In order to get rid of Karan from Kiran's life they seek help from Kiran's cousin Rekha (Neha Dhupia). In a state of confusion things gets messed up completely. Urmila falls in love with Rahul and Rekha gets cozy with Karan. Urmila is convinced that Rahul is innocent, but the police department is not convinced. Karan's boss D.K (Raj Zutshi) repents and searches for his ladylove Kiran. In a tug of war, Karan fights for Kiran while Rahul escapes from the police custody. As the plot thickens the real culprit is nabbed and the film ends on a happy note.

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After 'Munnabhai M.B.B.S' this is the second spontaneous comedy that has worked wonders at the box office. Perfect timing, chirpy dialogues, competent performances and pleasant music have made this film hit at the box office. The film caters to pop generation that is basically city centric. 'KKHH' will be a treat for teenyboppers who are craving for fun-loving entertainment. Story, screenplay and dialogues by Sachin Yardi and Pankaj Trivedi are spontaneous, hilarious, naughty and double- meaning. Anu Malik's music is tailor-made for the pop generation as the soundtracks gel well with the script. Costume designs by Manish Malhotra and Reza Sheriff are trendy, cool and upbeat. The designer wears have been flaunted with ease and style. Cinematography by Ramji suits the mood of the film and the characters. "Dil Mera" has been shot well with some fine choreography.

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Tusshar's performance is better as he shines with his comical histrionics. Riteish Deshmukh repeats his 'Masti' performance once again with some chirpy dialogues. Ishaa Koppikaar surprises all with her pan (betel) chewing depiction of Marathi violent police inspector. Ishaa has been termed "item girl" so far but comes out winner all the way. Neha Dhupia has itsy bitsy role but still she shines in sensuous costumes and numbers. Both the girls have made sensuous moves with some fine titillating soundtracks. Anupam Kher proves his mettle as a competent comical character artiste. Shoma Anand shows her color, and Rajpal Yadav lives up to audience's expectations.

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Overall, producer Ekta Kapoor and director Sangeeth Sivan have struck gold this time and Ekta's losing streak at the box office might end. 'KKHH' is surely a winner on the entertainment front and has heaps of mind-blowing entertainment for campus crowds. The never-ending draught of the box office might end with the success of this film. The "K" factor has done wonders for Ekta and Tusshar this time and Papa Jeetendra might feel proud and happy with 'KKHH'.