Highlights
- Amazon delivery boxes in India seen branded with posters of Rajinikanth’s Coolie
- Reddit users say this is a first-of-its-kind promotional move for an Indian film
- Posters appear regionally targeted and tied to Sun Pictures’ marketing strategy
- No official confirmation from Amazon or the film’s producers
- Online users praise the campaign as creative and far-reaching
In what appears to be a novel marketing strategy, delivery boxes from Amazon India have been spotted featuring posters of the upcoming Tamil film Coolie, starring Rajinikanth. Images shared on Reddit show brown cardboard boxes with promotional material for the film pasted directly on the exterior — drawing widespread attention and sparking discussions online.
Reddit users in the r/kollywood and r/tollywood communities have described it as a first in Indian cinema marketing, with many praising the creativity behind the campaign.
Online reactions highlight innovation
A Reddit post titled “Amazon packages are packed with Coolie posters; first time for an Indian film” received several comments applauding the promotional strategy. One user wrote, “Good promotion strategy by Sun Pictures,” referring to the film’s production house.
Another commenter noted that the promotion may be region-specific, writing, “North promotions are also being done this way,” suggesting the campaign could be tailored for various Indian markets.
Fans also speculated that this collaboration might be limited or part of a broader rollout, although there has been no official confirmation from Amazon or Sun Pictures at the time of writing.
Strategic visibility through everyday parcels
Unlike traditional film promotion methods such as billboards, trailers or sponsored posts, this approach uses daily commerce as a vehicle for film publicity. By placing posters on Amazon delivery boxes, the Coolie campaign taps into the vast network of e-commerce shipments to increase reach and visibility — directly into homes and neighbourhoods.
Such a move allows high-frequency exposure across urban and semi-urban areas without the costs typically associated with outdoor advertising.
No official statement yet from Amazon or Sun Pictures
As of now, neither Amazon India nor Sun Pictures has issued a public statement confirming the marketing tie-in. It remains unclear whether this is a short-term pilot campaign, a local initiative in Tamil Nadu, or part of a national-level promotion strategy.
Still, the organic reach of the Reddit posts has brought significant online attention to the campaign — even without any formal announcement.
from kollywood
About Coolie
Coolie is an upcoming Tamil-language action film directed by Lokesh Kanagaraj and produced by Sun Pictures. Superstar Rajinikanth stars in the lead role, with the film generating early buzz through its teaser trailer and promotional content. The movie is expected to release later this year, though an exact date has yet to be announced.
The use of Amazon delivery boxes as a medium for film promotion represents an innovative step in Indian cinema marketing. While details remain unconfirmed, the campaign has already succeeded in catching the public eye. If proven effective, this strategy could set a precedent for how future films are marketed in a rapidly digitising India.
