Sikandar box office blues: What does it mean for brand integrations?

Salman Khan, known for dominating the Eid release window for over a decade now, released his latest movie Sikandar in theaters on Sunday, March 30, 2025—just a day ahead of Eid celebrations. Khan, one of Bollywood’s most iconic superstars, has built a brand persona that seamlessly blends larger-than-life charisma with deep-rooted mass appeal. 

The movie, reportedly made with a whopping budget of Rs 200 crore, has reportedly not been able to garner audience’s attention the way his previous movies did - earning only Rs 26 crore on its opening day. As per Sacnilk report, despite expectations of a major surge on Monday, which coincided with Eid, the film saw only a modest 11.54% growth, collecting Rs 29 crore. On day three, Sikandar witnessed a 32.76% decline, earning around Rs. 19.5 crore, bringing its three-day total to Rs. 74.5 crore across India.

The film has also adopted newer marketing techniques to ensure seats remain full in the movie hall such as using quick commerce platforms like Zomato to give free movie tickets on purchase above a certain amount. 

The film’s storyline—centered on the ‘Raja’ of Rajkot and his relentless mission to protect the organ recipients of his late wife (Rashmika Mandanna) from a vindictive minister—failed to resonate with audiences, many of whom dismissed it as a ‘lazy effort’.

Despite the lukewarm reception at the box office, the pre-release buzz was strong which reflected in the film’s extensive brand integrations. But does poor box office performance also translate to lower return on investment for brands? Experts believe that this is not the case. 

According to N. Chandramouli, CEO, TRA Research, a consumer insights and brand analytics company, film partnerships allow brands to embed themselves within culturally relevant narratives, thereby enhancing emotional resonance with audiences. He further added that these also offer access to the film’s marketing ecosystem—including trailers, music launches, press events, and social media rollouts—which amplifies reach in a contextually rich manner.

Meanwhile, Bryan Louis, Associate Account Director at White Rivers Media, suggested that brands gain substantial advantages from film collaborations such as reaching large, engaged audiences and targeting key demographics. “Aligning with the film’s themes can create compelling narratives that enhance the brand's credibility, while offering cost-effective promotional opportunities.”

Featured brands

The movie featured automobiles brands such as - Mercedes, Range Rover and Rolls Royce Phantom used by the protagonist highlighting his wealth and luxury. In one scene, a fleet of luxury cars, led by a Rolls-Royce Phantom carrying Khan, moves through the streets. People on both sides of the road clap and wave enthusiastically as the cars pass by, creating a grand moment.

The other scene towards the climax featured a Mahindra Scorpio in the side angle as Khan brutally trashes five-six people together!

Another prominent brand integration was in the form of ‘Blinkit’ with a scene in the movie featuring a group of Blinkit delivery boys. 

Apple too made appearances on various occasions - sometimes as Apple Iphone and other times as Mac. 

Chandramouli said, “While a film’s commercial success does enhance campaign momentum, the association with a high-profile star often ensures a baseline of visibility that remains impactful.”

“Salman Khan’s enduring value to brands stems from his unique ability to command mass appeal across diverse demographics, particularly in non-metro markets. His persona is deeply rooted in consistency, relatability, and cultural resonance—traits that go beyond box office metrics and translate into high brand recall. For many advertisers, this makes him a trusted conduit for visibility and trust,” he said. 

This was reiterated by Bryan Louis who said that Khan’s appeal remains unmatched, making him a prime choice for brands targeting India’s diverse audience. According to him, his unique ability to connect with both urban and rural populations ensures that brands gain visibility and trust across the board. He further added that Khan’s charitable work only deepens his relatability, securing his place as a dependable face for endorsements, irrespective of box office performance.

According to Chandramouli, even in the event of underperformance, the pre-release buzz and integrated campaigns ensure brands achieve significant mileage across platforms. The key lies in how the partnership is leveraged creatively and distributed strategically.

Louis further believes that digital as well as OTT platforms ensure that exposure remains strong. “Strategic integration into the storyline or clever use of digital platforms after release can keep the brand visible. The long shelf life of OTT releases and television premieres ensures ongoing exposure, allowing partnerships to thrive,” he added. 

Successful brand integrations

But while, Khan starrer ‘Sikandar’ did garner brand recognition - it was nowhere near some other popular movies released in recent years such as ‘Pushpa 2: The Rule’, which partnered with over 20 leading brands such as Thumbs Up, Kalyan Jewellers, Daawat, Astral Pipes, Dark Fantasy, Ambuja Cement, Wild Stone and many more. 

Another popular example is ‘Animal’ which featured Ranbir Kapoor and Rashmika Mandanna. The movie partnered with high end brands such as Ray-Ban, Range Rover Vogue, Rolex, BMW 7 Series, Benz G Wagon and other brands such as Swiggy, Adidas and Bridgestone. 

For example, Shah Rukh Khan, a contemporary of Salman Khan, featured multiple brand integrations in his movie Dunki, including Astral Pipes, Qatar Airways, BKT Tires, Ray-Ban, Vespa, Coca-Cola, Aramex, Toyota, and Apollo Tires, among others.

If so, many brands partner with a movie, experts believe that it need not be monetary all the time. According to them, these partnerships are typically hybrid in nature—comprising direct monetary investments, media value swaps, and barter deals for in-film placements or promotional tie-ins.

“These partnerships are flexible in structure, often involving a combination of financial agreements, product placements, co-branded campaigns, or public appearances by the cast. Deals are crafted to support both the film’s promotional goals and the brand's marketing needs,” Louis concluded.