Special delivery boxes with collectible badges bring Thalaiva magic to fans across major metros
In a first for theatrical promotions in India, Amazon India has introduced an innovative on-package advertising campaign for the much-anticipated film Coolie, featuring a star-studded cast including Rajinikanth, Aamir Khan, Upendra, Nagarjuna, Soubin Shahir, Shruti Haasan, and Pooja Hegde.
The campaign spans key metro cities such as Bengaluru, Hyderabad, Delhi, Gurgaon, Noida, Mumbai, and Pune, transforming over 4 lakh Amazon delivery boxes into vibrant cinematic experiences. Each box features eye-catching visuals from the film and includes a perforated Coolie badge – a collectible designed to boost fan engagement and create a tangible connection to the film.
“We’re excited to deliver the world of Coolie and the magic of Thalaiva straight to our customers’ doorsteps,” said Abhinav Singh, VP Operations, Amazon India. “This initiative redefines how brands can connect with audiences-right at home-through storytelling that merges digital and real-world touchpoints.”
Executed in partnership with Khushi Advertising, the campaign showcases Amazon’s growing focus on on-package advertising as a powerful engagement tool. By tapping into cultural icons and fandom, Amazon is leveraging its logistics network as a high-impact marketing platform.
With Coolie set for a multilingual theatrical release on August 14, this campaign marks a bold step forward in film marketing innovation, celebrating Rajinikanth’s iconic legacy while pushing the boundaries of how films are promoted in India today.
