Bengaluru: In a pioneering move for theatrical movie marketing, Amazon India has unveiled an on-package advertising campaign for the highly anticipated film Coolie, starring superstars Rajinikanth, Aamir Khan, Upendra, Nagarjuna, Soubin Shahir, Shruti Haasan, and Pooja Hegde. The initiative spans metro cities including Bengaluru, Hyderabad, Delhi, Gurgaon, Noida, Mumbai, and Pune, transforming Amazon’s delivery network into a high-impact promotional channel that turns every package into a piece of cinematic storytelling.
Over 4 lakh delivery boxes have been reimagined with vibrant visuals from Coolie and a special perforated Coolie badge, doubling as a gamified collectible for customers. This interactive feature is designed to deepen fan engagement and bring the cinematic world directly into homes.
“We are delighted to bring the cinematic world of Coolie and the magic of Thalaiva directly to fans’ homes,” said Abhinav Singh, VP Operations, Amazon India. “By turning our delivery network into an innovative advertising channel, brands can engage with customers in a memorable way, right at their doorstep. With Indian audiences increasingly engaging with content in digital and real-world environments, Amazon India is pioneering newer ways for brands to tell stories at scale. This campaign is a testament to that vision, blending innovation, culture, and commerce in a way that resonates deeply with fans.”
Executed in collaboration with Khushi Advertising, the campaign leverages Amazon’s proven expertise in on-package advertising to deliver high-visibility, high-engagement brand moments. With Coolie set for a multilingual release on August 14, the initiative not only celebrates Rajinikanth’s enduring legacy but also sets a fresh benchmark for innovation in Indian film promotions — seamlessly bridging physical and digital experiences for audiences.
