With just two weeks remaining until the release of Coolie, the team behind this much-awaited film is taking a fresh and innovative approach to its promotional campaign. Directed by Lokesh Kanagaraj and starring Rajinikanth, Coolie is set for a worldwide release on August 14. Backed by Sun Pictures, the film features a pan-India cast and is being presented as a multi-language blockbuster.
In an unprecedented move, the makers have partnered with Amazon India to promote the film in a highly unique way. Parcels delivered by Amazon in select regions across India are now wrapped in customized Coolie posters, marking the first time an Indian film has used e-commerce delivery for publicity. The most striking aspect of this campaign is its region-specific execution, with different posters tailored for various language markets.
In Telugu-speaking regions, parcels carry a poster featuring Rajinikanth alongside Nagarjuna, who plays the antagonist in the film. For Hindi-speaking audiences, the poster features Rajinikanth with Aamir Khan, while in Karnataka, parcels are wrapped with a poster of Rajinikanth and Upendra. In Kerala, Soubin Shahir features prominently on the promotional material. This targeted approach ensures that the film appeals to local audiences by highlighting regional actors in the ensemble cast.
The film also stars Shruti Haasan, Pooja Hegde, and Sathyaraj in key roles, with the music composed by Anirudh Ravichander. So far, the promotional content has included three songs, and the trailer is expected to be released soon. This unique partnership with Amazon India signals the start of a broader marketing rollout, blending traditional promotional strategies with direct-to-home visibility. With advance bookings expected to open shortly, this strategy could create a steady buzz for Coolie, ensuring it resonates with audiences across the country.
