With just two weeks left for release, Coolie has kicked its nationwide promotions into high gear. Starring Superstar Rajinikanth and directed by Lokesh Kanagaraj, the much-awaited action entertainer is set for a grand worldwide release on August 14. Produced by Sun Pictures, Coolie boasts a stellar pan-India cast and is being positioned as a massive multi-language spectacle.
In a first-of-its-kind move, the makers have teamed up with Amazon India for a unique promotional campaign. Parcels delivered through Amazon are now arriving wrapped in specially designed Coolie posters—marking the debut of e-commerce delivery as a film marketing medium in India. What makes this campaign stand out is its smart, region-specific approach. In Telugu states, parcels feature Rajinikanth alongside Nagarjuna, who plays the film’s antagonist. In Hindi-speaking regions, the posters show Rajinikanth with Aamir Khan. In Karnataka, Upendra joins Rajinikanth on the packaging, while in Kerala, Soubin Shahir shares the frame. This location-based targeting aims to connect directly with local audiences by highlighting popular regional stars from the ensemble cast.
The film also features Shruti Haasan, Pooja Hegde, and Sathyaraj in key roles, with music composed by Anirudh Ravichander. So far, three songs have been released, and the much-anticipated trailer is expected to drop soon. This Amazon tie-up marks the start of a larger marketing blitz. By taking promotions into everyday spaces like home deliveries, Coolie is expanding beyond traditional digital and ground campaigns. Advance bookings are expected to open shortly, and this innovative approach is likely to keep the buzz alive across multiple language markets.
Rajinikanth’s films have always set trends in promotions. After Air Asia dedicated a special Kabali-themed aircraft in 2016, Coolie now raises the bar with a fresh, direct-to-home promotional strategy that blends creativity with reach.
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