Yash Chopra's hitherto untitled film with Shah Rukh Khan, Katrina Kaif and Anushka Sharma has finally got a name: Jab Tak Hai Jaan.
After dithering over the title for months, the film's makers went to town when they finally agreed on a name. And we are not kidding when we say they went to town.
They actually took out full page ads in national newspapers featuring Jab Tak Hai Jaan posters - SRK in camo riding a Royal Enfield - and lines of poetry.
Corny? Yes. But then that's true-blue Yash Chopra for you. And who wants to bet that Shah Rukh fans will lap it up!