Plummeting Bollywood, sinking endorsements?

Brand owners are starting to get jittery after a series of flops by Bollywood heavyweights

Despite the tremendous star power of Aamir Khan and Akshay Kumar, Laal Singh Chaddha and Raksha Bandhan did not perform well at the box office and registered disappointing collections in the first eight days (both movies debuted on a Thursday, hence the extra day in the count), which are the litmus test of a movie’s success. The Advait Chandan directed Laal Singh Chaddha earned

Rs 51.08 crore in the opening week, while Aanand L Rai’s directorial Raksha Bandhan collected a meagre Rs 37.35 crore. A big, big disappointment for both Aamir and Akshay, and surely a massive shudder down the spine