Mumbai, India — For decades, cinema lobby screens in India have been a domain reserved for blockbuster films and global consumer brands. Independent musicians had no access to this high-visibility space, their promotion largely confined to digital platforms — Instagram reels, Spotify playlists, YouTube videos, and influencer campaigns. That is changing, thanks to Onely, India’s fastest-growing music-tech platform.
Starting this month, Onely is opening cinema lobby advertising to independent artists and music labels across PVR and INOX theatres nationwide. This move marks the first time that emerging musicians can showcase their work to thousands of daily cinema-goers, putting their art directly in front of audiences that were previously unreachable.
A Long-Overdue Shift in Music Marketing
“Independent artists often compete with attention spans that are shrinking every day. They deserve visibility beyond algorithms,” said Mohil Sheth, Founder of Onely. “Cinema lobbies are one of the most powerful offline platforms in India, and for the first time, they’re available to musicians outside the mainstream.”
By offering lobby screens, Onely gives artists an offline presence that complements their digital campaigns. This hybrid approach — combining influencer-driven digital campaigns with offline recall — mirrors marketing strategies traditionally used by film studios, giving independent musicians a level of visibility they’ve never had before.
Timing is Everything
The timing of Onely’s launch is strategic. Indian multiplexes are set to see record footfall in the upcoming months due to major releases, including:
- Tere Ishq Mein on 28 Nov
- Dhurandar on 5 Dec
- Avatar on 19 Dec (expected to run house-full for weeks)
Coupled with the holiday season surge during Christmas and New Year, cinema lobbies become a premium advertising space where artists can connect with families, young adults, and music enthusiasts.
Democratizing High-Impact Advertising
Previously, cinema lobby advertising was accessible only to top-tier brands and major studios.Onely’s initiative changes the game: artists can now book slots directly, just like launching a digital campaign. This opens opportunities for singers, rappers, DJs, producers, and labels to reach audiences without intermediaries.
Limited slots per multiplex make early access especially valuable, giving artists a chance to capitalize on the busiest period of the year and gain maximum visibility.
From Digital to Physical: A Full-Stack Music Platform
Onely has already built India’s leading AI-powered music marketing ecosystem, connecting over 10,000 creators and 1,000 musicians for influencer campaigns and playlist promotions. By adding offline cinema promotion, Onely evolves into a full-stack music marketing platform — enabling artists to reach audiences both online and offline under one roof.
Looking Ahead
Industry insiders suggest this could redefine the music promotion landscape in India. For independent musicians, cinema lobby advertising is not just a novel opportunity — it’s a chance to compete on a stage previously reserved for only the top 1%.
About Onely
Onely is India’s leading music-tech platform, helping artists scale their work through AI-driven promotion, influencer campaigns, playlist pitching, and performance marketing. With a network of over 10,000 creators and an advanced trigger marketing engine, Onely empowers musicians to launch and scale their music efficiently across both digital and offline channels.
Website: https://onelyapp.com
Instagram (Artists): https://instagram.com/onelyforartists
Instagram (Creators): https://instagram.com/onelyforcreators
LinkedIn: https://www.linkedin.com/company/onely/
Media Contact:
Mohil Sheth
ms@onely.us | +91 98920 00190
