A photographer, they say, will do anything to get the right image. Jai (Fardeen Khan) is a successful and ambitious photographer who believes in capturing the right image. He travels to Goa to find inspiration for an important forthcoming campaign, and runs into Ria (Urmila Matondkar). He tries to convince Ria to model for him by giving the usual jargon of her face being the best that he has seen, but to no avail. The scenario shifts to Mumbai where Jai\'s editor (a hilarious cameo by Ravi Baswani) is \'losing it\' as the deadline for the magazine launch draws closer. Jai is convinced that Ria should be the face to launch the new magazine (obviously more than convinced based on the fact that he had shot her on the sly in Goa), and sets out to get her to model by turning on the perennial photographer\'s charm. Ria is basically a headstrong loner, and is the only daughter of a rich industrialist (Suresh Oberoi). It takes a while for her to agree to pose for Jai, primarily because of Jai turning on the charm. They do a successful shoot together, and their working chemistry leads on to a scenario whereas Ria falls in love with Jai. What happens after that is the crux of the story of the film. There emerges an uneasy scenario where all three main protagonists of the film have to unravel their emotions, and discover their true calling. The reactions of these three people to the various situations that emerge out of their emotions for each other, makes one ask the question, \'PYAAR TUNE KYA KIYA\'.