Aamir Khan’s Operation Sindoor Post Sparks Outrage Hours Before Sitaare Zameen Par Trailer Launch

Khan’s Women’s Rights Post Steals Spotlight From Autism Film’s Trailer

In a move that's sparked intense debate, Aamir Khan took to social media at 11:17 AM to share a message endorsing Operation Sindoor, a campaign advocating for women's rights against forced marriage. 

The timing of the post has raised eyebrows, coinciding precisely with the trailer release of his highly anticipated film, Sitaare Zameen Par, three hours later. As the internet is divided into two camps, fans and critics alike are questioning whether Khan's activism is genuine or a calculated marketing strategy.

Industry players closely observed the surge in interaction, reaching 2.3 million in just six hours, but the sentiment analysis was more intricate. It was not just another poorly timed celebrity endorsement. Instead, it had become a referendum on how Bollywood is navigating the complex relationship between social causes and commercial interests, particularly for many within the industry, in 2025.

The Human Costs Behind the Hashtags

When it comes to trending hashtags, people tend to forget that these are real people. Malhotra's viral thread on Twitter about trying to escape a forced marriage spurred the launch of Operation Sindoor. Then, Aamir Sir tweeted our campaign. Aamir later shared in an exclusive interview, "My phone crashed from notifications." But by the afternoon, it had become promotional content, a trigger warning shoved in everyone's face as a legitimate movement.

The mental health professionals saw the effects felt by activists. Dr. Rohit Verma (a psychologist from Mumbai) explained, Not clearing space for social causes is deeply distressing for volunteers. When they act socially responsible, they become invisible, and the publicity is an emotional wallop underlying their efforts as content promotion. Multiple activists reported moving from an emotional state to having an anxiety attack, which was caused by a reduction of the mental image that relies on promotional material.

The Business Impact: Stunning statistics

Trade observers have seen some astounding numbers around the impact of the controversy:

Trailer views: 9.1 million within 24 hours (35% higher than the forecasted amount)

Change in sentiment: pre-controversy, the hype was 82% positive and has since fallen to 63%.

Theatrical advances: 72,000 advance tickets sold to unusual demographics;

Film critic Anupama Chopra said Aamir has always tried to reconcile commerce and conscience, but the conflict is sharper this time. It isn't even the intent that counts now; it is what audiences make of it.

Moving Forward: Exploring Art from Controversy

As Dec. 19th approaches, marketing experts are prompting Khan's team to formulate a bold, daring campaign. They need to change the dialogue of what the movie is about, says branding specialist Nandini Sharma. They may also contemplate screening for special needs communities or working with autism advocacy organizations.

It has been reported that the film has received a new series of promotions highlighting its emotional nature, which was approved by the production team. Khan, however, will not say anything more about Operation Sindoor until the film is released.

The Bigger Picture: Celebrity Activism in 2025

This event underscores how India's evolving relationship with celebrity activism can be undermined. Social media analyst Karan Taurani notes, "In 2025, people want authenticity. Audiences are looking for genuine engagement—if social causes closely align with commercial interests, skepticism is likely to arise."
 
As Sitaare Zameen Par launches a high-profile marketing campaign, the industry is closely watching to see how this situation develops. Will this charged environment drive interest in the film when it premieres on December 19? The answer to this question could significantly impact how the Bollywood community approaches social issues in their marketing and promotional strategies.