IFFCO Partners with Flam for MR-based Nano Urea Awareness Campaign

Flam, the AI infrastructure startup redefining how brands engage consumers, 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,” this immersive drive is live across 90 stores in Punjab and Haryana to educate farmers about Nano Urea—a revolutionary innovation in sustainable agriculture.

As part of the campaign, IFFCO is equipping farmers with essential information on how Nano Urea can boost crop productivity, reduce reliance on chemical fertilizers, and promote long-term soil health. What sets this initiative apart is its use of MR technology to transform traditional learning into an interactive, visual experience, making complex information easily understandable even in remote areas.

Using Flam’s advanced MR infrastructure, the campaign transforms physical store visits into immersive learning experiences. By scanning a QR code on in-store standees, farmers are transported into a virtual world that demonstrates the usage and benefits of Nano Urea, making information accessible, engaging, and actionable. The goal is to leverage technology to bridge the information gap and promote progressive farming practices.

“At Flam, our mission has always been to turn everyday brand touchpoints into interactive, measurable experiences,” said Shourya Agarwal, Co-founder & CEO of Flam. “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.”

With no app, download, or browser required, farmers simply scan a QR code in-store to enter a guided MR experience that visually demonstrates how to use Nano Urea.

campaign: https://youtube.com/shorts/8tv_eX3aFGs?si=n5H-YjGJ1vAO3JPE