Well it does... Bajrangi Bhaijaan is not the film to be used to measure it considering the huge business it did.
But PRDP did benefit from the title track going viral. Now, with Fan Anthem, they're trying to do the same. Reach? Box office numbers can only prove how much it got benefited. And yes, it's too easy to measure using a non-star film but equally effective to co-relate it with a superstar's film.