Mumbai: Flam, the AI infrastructure startup redefining consumer-brand engagement, has partnered with IFFCO, one of India’s leading cooperative institutions, to launch an innovative rural awareness campaign powered by Mixed Reality (MR). Titled “Nano Urea: The Future is Now,” the initiative is live across 90 stores in Punjab and Haryana to educate farmers about Nano Urea — a groundbreaking advancement in sustainable agriculture.
The campaign aims to inform farmers on how Nano Urea can significantly enhance crop productivity, reduce dependence on chemical fertilizers, and improve long-term soil health. Leveraging MR technology, the initiative transforms traditional educational efforts into interactive and visually rich experiences, making technical information easy to understand, even in remote rural communities.
Using Flam’s advanced MR infrastructure, farmers visiting participating stores can scan a QR code on in-store standees to enter an immersive virtual environment. This experience walks them through the benefits and application of Nano Urea, providing accessible, engaging, and actionable insights that encourage progressive farming practices.
Shourya Agarwal, Co-founder & CEO of Flam, said, “At Flam, our mission has always been to turn everyday brand touchpoints into interactive, measurable experiences. Our collaboration with IFFCO allows us to deliver a unique, app-free experience that speaks directly to farmers in their language. By using mixed reality, we’re transforming static ads into dynamic, two-way conversations that simplify complex ideas like advanced farming techniques. With this campaign, our goal was to make education effortless, accessible, and truly engaging for rural audiences.”
Requiring no app downloads or browser access, the MR experience allows farmers to simply scan, learn, and apply — making it one of the most seamless and scalable agri-tech education initiatives in the country.
