First of all this world is not for favors. If SONY needed Aamir, Aamir too needed SONY. Aamir has not chosen Godh Bharai or Pita to promote his film; he has chosen II5 which is a popular show to begin with. He is not coming and doing us or the channel any favors, if his film was not on release he would never be here even once forget coming twice. Nor is the channel doing him any favor. Why is he promoting 3I even now after the world premier is done? He sure has struck some great deal with SONY which will benefit both. A Channel and Producer/Actor both need each other to gather eyeballs collectively for their respective products.
Aamir who supposedly does great work and whose work supposedly speaks for itself, has for the past 3 years been going all out screaming from every nook and corner that "my film XYZ is coming". These days no work speaks for itself, one has to go all out speaking about their own work and that is exactly what the producer of Peepli Live is doing and went overboard on II5 according to me.