Flam is an AI infrastructure startup building a full-stack mixed reality (MR) content publishing platform. It provides tools for brands to run immersive, app-less MR campaigns powered by GenAI, enabling interactive experiences across digital, broadcast TV, retail, print, OOH, communications, and live events.
Founded in 2021 by BITS Pilani alumni Shourya Agarwal, Malhar Patil, and Amit Gaiki, Flam set out to solve a critical marketing challenge: how to deliver high-fidelity, immersive experiences instantly, without requiring an app. This led to the creation of Flam’s proprietary AI-powered MR publishing stack that allows content to be launched via QR codes or web links across any touchpoint—including television screens, print ads, WhatsApp messages, or retail shelves.
Headquartered in San Francisco with operations in Bengaluru, Flam enables brands, broadcasters, and enterprises to turn everyday moments into interactive, shoppable, and measurable experiences.
Company’s Vision: Flam aims to redefine how consumers interact with ads, content in every shape and form, retail aisles, live broadcasts, and fan moments—turning content and interfaces into shoppable, shareable experiences that deliver measurable ROI.
WHY FLAM MATTERS
In a fast-paced world where ads often get ignored or feel hard to engage with, Flam offers instant impact without apps, redirects, or downloads. Brands can launch immersive MR and 3D campaigns in milliseconds and reach audiences wherever they are, from smartphones and TVs to retail shelves and event venues. With GenAI at its core, Flam makes high-performance immersive content scalable, data-rich, and shoppable.
WHAT THE BRAND OFFERS
Flam’s core offerings include:
- App-less Mixed Reality and 3D infrastructure
- GenAI-powered content publishing at scale
- Tools for digital media, broadcast, retail, and live events
- A growing enterprise suite for creative and operational deployment
- Supports instant rendering of heavy 3D content in under 300 milliseconds
Flam empowers broadcasters, marketers, and agencies to deliver measurable, real-time, immersive experiences globally.
BRAND MILESTONES
- Raised $14M Series A funding in May 2025, bringing total funding to $22.5 million
- Flam is used by 100+ global brands, including Google, Samsung, and Emirates
- Reached 580M+ users through real-time mixed reality campaigns
- Delivered up to 49x higher engagement and 4x better conversions than traditional formats
Medianews4u.com caught up with Karthik K Raman CMO Flam
Q. Flam aims to transform how brands create and deliver immersive, app-free 3D experiences. What does this entail?
Flam is a full stack AI-first Product Suite for Brands & Enterprises to create, publish, and scale immersive & interactive experiences. Flam’s platform allows brands to create and publish app-less, mixed reality experiences through simple QR codes or web links.
These interactive campaigns can run across print, television, OOH, broadcast, retail, and digital platforms. Flam’s offering is sector-agnostic, finding adoption in retail, live events, and media broadcasts alike.
At the core of Flam’s offering is the blend of technology and creative storytelling. Creative agencies and brands are very good at what they do. Flam’s infrastructure enables creativity and storytelling in the best possible way because it’s so seamless and easy to publish these campaigns. The platform has already hosted prominent global brands, including Britannia, Netflix, Wargaming, AJIO, Heeramandi, WPP, and Indian politician Shashi Tharoor.
Q. Will mixed reality campaigns be seen a lot during the upcoming festive season as companies look to stand out?
Yes, mixed reality campaigns are expected to play a significant role during the upcoming festive season as companies seek to stand out. Flam’s platform offers a clutter-breaking experience, allowing brands to move beyond traditional ads and engage customers in more interactive and memorable ways.
Mixed reality campaigns offer a higher level of connection, engagement, and metrics, enabling brands to break through the noise during busy periods like the festive season.
By offering interactive MR experiences, brands can drive deeper consumer engagement, fostering a stronger emotional connection with their audience—an essential factor for standing out in a crowded marketplace.
Additionally, Flam provides active engagement data on traditional medium ads, including reach numbers, scan statistics, and even bottom-of-the-funnel metrics. In short, Flam delivers comprehensive engagement data.
Q. What role is GenAI playing in enabling Flam to empower brands, broadcasters, and enterprises to turn any touchpoint—across digital, television, OOH, retail, and live events—into interactive, measurable, and engaging gateways?’
Flam’s full-stack enterprise suite of Gen AI-powered products aims to redefine how brands engage with audiences.
Our mission is to turn every touch-point, digital, broadcast TV, mass media, retail, stadium fan engagements and more into interactive digital experiences. We are laser focussed on shipping the GenAI tools that brands and enterprises have been yearning for.
Flam has galvanised marketers around the world now we’re taking it to the next level with a full-stack enterprise suite of products across channels; to make them engaging, measurable, and interactive.
To date, Flam has been turning traditional ads into interactive MR experiences. A simple QR code Scan or a link lets users instantly immerse in an experience that can showcase a product, tell a story, or unlock a deeper layer of the brand, all without needing to download an app.
Flam’s platform allows brands to launch interactive content via QR codes or link on any touchpoint- digital, broadcast TV, mass media, retail, OOH, packaging, and even WhatsApp messages.
Q. What was the thought process behind choosing 80dB as the strategic communications partner? What is 80dB’s mandate?
As Flam expands its footprint and brings immersive storytelling to global brands, it was important to partner with a team that truly understands the dynamics of fast-growing startups and the evolving technology landscape.
80 dB Communications brings deep expertise in strategic communications and a proven ability to create narratives that resonate with both businesses and consumers.
Q. Could you offer examples of Flam revolutionising brand storytelling for companies like Flipkart?
The objective behind Flam’s collaboration with Flipkart was to enhance the storytelling around Flipkart’s Big Billion Days (BBD) Sale and boost engagement for the grand annual event. Flipkart wanted to add an extra ‘oomph’ to their print ads, making them more interactive and amplifying audience participation.
To achieve this, Flam created an interactive print ad that allowed BBD shoppers to access exclusive TV deals and even make purchases directly from the newspaper ad. The MR experience featured a virtual living room setup, where shoppers could browse through TV options using a digital remote, offering a familiar, at-home shopping experience. The MR experience facilitated easy purchasing through Flipkart’s app, allowing users to move seamlessly from engagement to checkout.
Q. Are QR Codes the new call to action for brands seeking to nudge consumers?
QR codes have evolved from being a mere technological gimmick to a powerful engagement tool, enabling brands to create deeper connections with their audience. With just one scan, your customer is exactly where you want them.
Scanning is incredibly easy too, most smartphones now come with a built-in QR code reader through the camera app. All you have to do is point, tap, and go. Flam has harnessed this trend to its full potential, allowing consumers to access immersive Mixed Reality (MR) content with a simple QR code scan.
This form of engagement not only sparks curiosity but also encourages immediate action, such as making a purchase or exploring a product’s features.
Q. Is mixed reality making the print medium more relevant and innovative?
Yes! Flam is at the forefront of publishing interactive MR content that can be accessed via mobile cameras, aiming to revolutionize the marketing landscape.
The platform has already hosted prominent global brands, including Britannia, Netflix, Wargaming, AJIO, and more. Flam’s MR technology transforms print, OOH, TV, and digital advertisements into engaging, immersive experiences for consumers.
Q. What is the business model of Flam and how is it being finetuned?
Flam’s long-term business model centers on a flexible SaaS-based subscription with campaign-specific licensing, enabling brands and agencies to scale immersive Mixed Reality (MR) experiences effortlessly.
The platform grants brands and enterprises access to AI-powered MR tools for creating, publishing, and scaling experiences across digital ads, TV broadcasts, retail packaging, and out-of-home (OOH) displays. Designed to be device-agnostic, it ensures compatibility with both Android and iOS.
Starting this year, Flam has been advancing its Gen AI infrastructure, which enables brands to create, publish, and measure high-fidelity MR, 3D, and digital experiences in less than half a second on any smartphone.
Flam plans to expand its partner programme for creative studios and global platforms, helping Fortune 500 brands transition from pilots to global rollouts.
Q. Does Flam do a lot of work with legacy brands looking to use tech to appeal better to Gen Z? Any recent examples that stood out?
Flam actively collaborates with legacy brands to modernize their marketing strategies and connect with Gen Z audiences through immersive mixed reality (MR) experiences.
For example, Flam recently partnered with Vadilal, a renowned ice cream brand, to incorporate MR into its campaigns, aiming to captivate younger consumers in innovative ways. This collaboration reflects a broader trend where legacy brands embrace advanced technologies to stay relevant to Gen Z.
Similarly, Tanishq, India’s largest jewelry retailer under the Tata Group, worked with Flam to create the brand’s first-ever MR print ad, in collaboration with Hiveminds Innovative Market Solutions, the digital specialist unit of Madison World.
Flam’s platform has also empowered over 100 global brands, including Google, Samsung, and Emirates, to launch MR campaigns that result in significantly higher engagement and conversion rates compared to traditional formats.
Q. How does Flam approach B2B marketing to create awareness among companies about its services?
Flam employs a multi-channel B2B marketing strategy to effectively raise brand awareness and engage potential enterprise clients.
- Strategic Partnerships: Flam collaborates with creative agencies, broadcasters, and publishers to expand its reach and integrate its Mixed Reality (MR) solutions into various marketing campaigns.
- Thought Leadership: The company positions its leadership team as thought leaders in the MR and AI-driven marketing space, contributing to industry discussions and enhancing credibility.
- Targeted Digital Advertising: Flam utilises digital advertising platforms, such as LinkedIn, to target decision-makers in relevant industries, showcasing its MR capabilities and driving awareness.
- Content Marketing: Through the creation and distribution of valuable content, including case studies, whitepapers, and blog posts, Flam educates potential clients about the benefits of MR in marketing.
By leveraging these strategies, Flam effectively communicates its value proposition to businesses seeking innovative marketing solutions.
