 Times of India | Jab Tak Hai Jaan still ahead of SOS Times of India Ultimately, content dictates. After the euphoria around 'Jab Tak Hai Jaan' and 'Son Of Sardaar' settled, courtesy the hype and hoopla that these films used to promote themselves, the box office collections prove that both films have nothing to crow about. Discovery pulls off a coup in in-film branding with 'Jab Tak Hai Jaan' King Khan gets into self-analysis mode post the success of his last film 'Jab Tak ... Life Of Pi affect Jab Tak Hai Jaan, Son Of Sardar collection |