Will Salman Khan’s Blessing Save a Sinking Ship?

Salman Khan’s public support for Sonakshi Sinha’s upcoming supernatural thriller Nikita Roy, releasing on July 18, has sparked mixed reactions.

Using his social media presence, Salman encouraged fans to watch the film in theatres and even called Sonakshi “devi bani” (goddess) in reference to her role in the film.

Directed by her brother Kussh S. Sinha, Nikita Roy marks a personal project for the Sinha family, and Salman’s gesture was clearly meant to lend it a boost.

However, not everyone is convinced.

On social media and within industry circles, some have questioned Salman’s decision to promote a film that many expect to open poorly

Critics argue that when major stars promote films that fail, it can impact their own brand value.

If audiences repeatedly find that a big name is backing weak content, they may start ignoring those endorsements.

Reactions online reflect a growing sentiment that Salman’s continued support for projects tied to personal relationships, regardless of their quality, may not always be in his best professional interest.

While his loyalty is widely known and respected in the industry, some believe that this approach can backfire, especially if the films don’t resonate with the public.

Still, Salman seems unfazed. His decision to back Nikita Roy aligns with his longstanding reputation for helping friends and colleagues, showing that for him, personal bonds often outweigh commercial calculations—even if it raises questions about long-term impact on his own image.