Mixed reality (MR) ad campaign platform Flam has raised $4.5 million in pre-Series A funding round from Turbostart, AI-focused Twin Ventures, Alphatron Capital, along with angel investors and several family offices, the company announced on Tuesday. Existing investors in the company including SF-based Inventus Capital Partners, SVQ, and 9Unicorns also participated.
Flam said it will invest capital to expand into North America, Europe, and the MENA region. The platform is used by brands including Britannia, Schneider Electric, Mondelez International, and more, to make their digital, print, TV and out of home (OOH) advertising immersive for consumers using artificial intelligence and to have more impactful marketing.
Shourya Agarwal, Founder and CEO, Flam, said content has been evolving over decades and now it is transitioning into MR experiences. “Just like video ads, MR will become permanent in the brand’s marketing strategies worldwide,” he said.
Flam said it deploys the fastest image recognition and top-tier image and ground tracking on its device-agnostic platform that operates on Android and iOS mobile devices.
“We haven’t come across any other platform exposing consumers to MR so effortlessly. Flam eliminates friction – with no need for headsets, app downloads, or web AR, making MR accessible through a simple link embedded anywhere – social media, websites, and even offline channels,” said Ganesh Raju, Founder, Turbostart.
Over the years, AI has advanced interactions between a brand and its customers with predictive analytics and sophisticated algorithms. From predicting customer behaviour, analysing customer engagement to targeting specific audience, automating marketing, and more, AI continues to evolve for brands to become more meaningful to their customers.
The Indian advertising market is expected to grow at a compounded rate of 9.86 per cent to Rs 1.12 lakh crore by the end of 2025 from Rs 93,166 crore currently, according to Dentsu’s digital report 2024. The digital ad industry is likely to grow from Rs 40,685 crore in 2022 at 23.49 per cent growth rate to Rs 62,045 crore by 2025.