Sidharth’s brand woes

He had five films out of which four were hits when he started his career and the next four films have failed disastrously at the box office. This has raised questions on whether the actor can deliver a hit on his own at the box office.

Subsequently brands are stunned and have been shying away from the actor who seemed one of the brightest spots in Bollywood not too long ago. Sidharth Malhotra’s resume looks like this: Student of the Year, Hasee To Phasee, Ek Villain, Brothers, Kapoor and Sons, Baar Baar Dekho, A Gentleman, Ittefaq and Aiyaary.

“Brands need good Fridays at the box office or they are sometimes happy with a lot of critical acclaim. Barring Ittefaq, Sidharth has not got any acclaim in his last four films. The box office numbers are also not so encouraging. It is difficult for brands to sign on an actor at such times, especially when the management team does not want to compromise on the fee structure of the star,” says a brand source.

—Sanskriti Media