[Whether you know… or not]
Know it or not, is a rather lengthy exposition of flimsy subject matter; viz, having a member of the complementary sex as a friend while evading the fact that you love them.
The difference between friendship and sexual love is outlined but never fully explored despite the first-class, ensemble acting performances. Genelia in particular is a fresh face who is girly and funny all at the same time - without a hint of artifice.
Most of the humor comes from the clash between tradition and youth. Jai is raised by his mother to be non-violent and so finds increasingly-imaginative ways to avoid being bullied. Yet, his lady love prefers men to fight for her honor at all and every turn. To him, she is too aggressive; to her, he is a coward. Ultimately this is a film about infatuation and growing pains, not fully-fledged mature love.
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