Sidharth Malhotra’s brand value diminishing?

Sidharth Malhotra hasn’t been having a good run at the movies. His last few films, including his most recent ‘Aiyaary’ (2018), has failed to create a dent at the box office, and while he has been appreciated for his role in ‘Ittefaq’, (2017), his future brand endorsements are reportedly not looking too good, because of the low box office numbers.

As according to Asian Age, an brand source said, “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.’

Malhotra will next be seen in the biopic on Captain Vikram Batra.