Most advertising today is flat. A poster is something you look at. A TV ad is something you watch. Even digital banners mostly ask you to scroll past. Flam believes that is about to change.

Founded in 2021, Flam is building the AI infrastructure layer for mixed reality advertising. In simple terms, it allows brands to turn any surface, print ads, packaging, billboards, TV screens, or retail spaces, into an interactive 3D experience that loads instantly on a smartphone. No app downloads. No browser redirects. Just scan a QR code or tap a link, and the experience opens in under a second.

The idea is straightforward but powerful. Instead of asking users to watch an ad, Flam lets them step into it.

Flam’s platform works like a full-stack operating system for mixed reality. Brands upload their existing assets, images, videos, product visuals, and define how users should interact. Flam’s AI engine then auto-generates a mixed reality experience that responds to movement, touch, and even voice. What looks complex to the user is built without writing code on the brand’s side.

At the core of Flam’s tech is its app-less MR delivery system. The experience loads in roughly 300 to 500 milliseconds, even on average smartphones and slower networks. Once loaded, it uses the phone’s camera and sensors to create realistic, physics-aware interactions in real time. That is what allows a cereal box, car ad, or stadium screen to suddenly feel alive.

This matters because AR and MR have failed before due to friction. Downloading apps, slow load times, and poor performance killed adoption. Flam removes those barriers and makes MR behave like a normal media link inside a marketing campaign.

Flam does not sell to consumers. It works as a B2B platform for brands, agencies, broadcasters, and publishers. Think of it as the invisible infrastructure behind immersive campaigns. Clients pay for access to creation tools, hosting, analytics, and measurement, similar to a SaaS-plus-media model.

Founded by BITS Pilani alumni Shourya Agarwal, Malhar Patil, and Amit Gaiki, Flam operates between Bengaluru and San Francisco. The company has raised around $14 million in Series A funding and has worked with over 100 brands globally. Its client list includes Google, Samsung, Emirates, Dabur, Ajio, Flipkart, Tanishq, and even a US presidential campaign.

In real-world use, Flam’s technology shows up in many forms. Automotive brands let users explore cars in 3D from their living rooms. Smartphone ads respond to voice commands. FMCG packaging unlocks storytelling when scanned. Retail and QSR brands turn everyday spaces into playful, immersive experiences. Across campaigns, brands report significantly higher engagement and better conversion compared to traditional formats.

The bigger shift Flam represents is strategic. It is moving mixed reality from a “cool campaign stunt” to repeatable infrastructure. No app friction, one engine across channels, and AI-driven creation that reduces time and cost.

If traditional ads push messages outward, Flam’s bet is that future ads will be spatial experiences people explore, play with, and remember. That also gives brands richer data, based not just on clicks but on how users move, tap, and interact inside an experience.

Looking ahead, Flam is expanding aggressively in the US, Europe, and the Middle East. Its roadmap includes deeper generative AI tools, stronger analytics, and tighter integration across media channels, from broadcasts to stadiums to retail shelves.

If successful, Flam could become the invisible layer powering the next default format of advertising. Most users may never know its name. But they might remember the moment an ordinary ad suddenly came alive in their hands.