The story revolves around a man who is caught in a quagmire of crime and consumerism as he struggles to find heaven on earth.
Arjun (Emraan Hashmi) is a reckless young man with an obsession for making quick buck. A chance meeting with a girl in a mall, Zoya (Sonal Chauhan) gives him the reasons he was looking for to move out of his ordinary life and become rich for this girl. He steps up from playing small-time card games to becoming a bookie.
Stuck in a triangle of sorts between the woman he loves and his addiction to make a quick buck, Arjun moves on from being a bookie to a runner for the mafia. He steps into the world of Cricket match fixing, ensuring a match looks interesting, but the end result is to their advantage.
Arjun basically switches on the limelight to the bigger, faster, better & more, until his dizzying rise attracts the attention of the police. Arjun has now to choose between the love of his life, and this new found success and power.
As Arjun struggles to choose between the two, the Don offers the forbidden apple of limitless wealth in exchange for his soul, drawing him into his core entourage of money spinners. Though he tries his best not to accept, he is, in the end, drawn into the plot where he soon gets trapped as the man accused of killing a coach.
With the police after him, Arjun manages to get into his best friend's car. Both of them can now make off, but Arjun is stopped by Zoya who asks him to surrender. Convinced that he has not committed the crime, Zoya assures him they can, and will, fight the law.
When the police arrive, Arjun raises his arms in a gesture of surrender. Zoya pleads with the inspector, who is a fair and just man, not to kill Arjun as he is ready to give himself up and, consequently, the inspector orders his men not to fire until told to, though none of them lower their weapons.
Arjun is asked to drop his gun, which is in the pocket of his jeans. Zoya's ring, too, is in Arjun's pocket and, when the gun is taken out and dropped, the ring is dropped along with it. Arjun, in a state of shock and blur, bends down to pick the ring, but the police mistakenly think he is reaching for the gun. They open fire, and Arjun is brutally killed. This was his sacrifice for love and the price he pays for his greed.
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