PVR INOX MD Ajay Bijli ventures into commercial music with 'Ik Onkar' spiritual video

In a notable leap from his roots in 80s rock music with Random Order, Ajay Bijli, Managing Director of PVR INOX, has embarked on a new venture as a commercial musician. The launch of his "side innings" takes form with the release of the Ik Onkar music video, a spiritual rendition that features as part of the background score for the Shah Rukh Khan starrer Dunki.

During an interaction with CNBC-TV18, Bijli delved into his musical journey, expressing a desire to create original music for commercial purposes. Collaborating with renowned composer Amit Trivedi, he aims to explore the world of commercial music production.

The Ik Onkar music video, shot at Gurudwara Pathar Sahib in Ladakh, boasts visually stunning imagery, adding a unique dimension to Bijli's musical endeavour.

Reflecting on the return of big-screen cinema in 2023, Bijli highlighted notable releases like Pathaan, Gadar 2, Jawaan, Dunki, and Salaar. He said Pathaan was a big trigger as it not only stimulated the consumers, but stimulated the industry as well. "If a movie really connects, it can go to levels which were never there even pre-COVID. So Pathaan was a big confidence booster,” he said.

“We also saw smaller movies coming in. I still rate Oh My God 2 as a small movie despite Akshay Kumar being there, Gadar 2 did very well. So I am quite happy with the way things have panned out in 2023,” Bijli added.

Looking ahead to 2024, he addressed the competition from OTT players, underscoring the need for a strategic balance between premiumisation and expanding screen presence. “OTT is just another form of home entertainment and home entertainment has been around for a very long time. So OTT has never been a threat, it has always been something that has helped both forms of movie watching to coexist,” he said.

Bijli emphasised the necessity of investing in new screens rather than relying solely on premium offerings.

Discussing the crucial role of food and beverage (F&B) in cinema revenue, Bijli revealed plans to curate specific menus for diverse audiences and explore pre-booking meal options. This strategic approach aligns with the evolving landscape of cinema experiences, blending entertainment with culinary offerings.

Ajay Bijli's foray into commercial music represents a dynamic expansion of his creative pursuits, demonstrating a multi-faceted approach that extends beyond the realm of cinema exhibition.

“India is a country which has got a consumer at every price point. So only 13% of our screens, which is 250 screens, are premium screens, otherwise all the rest 1,500-1,600 screens that we have got are all at an average price point of Rs 250.”