New Delhi, August 12, 2025: Flam, an AI infrastructure startup, has partnered with IFFCO to launch a rural awareness campaign using Mixed Reality (MR) technology to educate farmers in Punjab and Haryana about Nano Urea, an innovation aimed at boosting crop productivity and promoting sustainable agriculture.
The campaign, titled “Nano Urea: The Future is Now,” is running across 90 rural stores. It provides information on how Nano Urea can help reduce reliance on chemical fertilizers and improve long-term soil health. MR technology transforms traditional learning into an interactive experience, making complex agricultural concepts easier to understand for farmers, even in remote areas.
By scanning a QR code on in-store standees, farmers can access a virtual demonstration of Nano Urea’s usage and benefits without the need for an app or browser. The initiative leverages Flam’s MR infrastructure to turn physical store visits into immersive, visual learning opportunities.
“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.”
The campaign is part of IFFCO’s efforts to promote progressive farming practices through technology-driven outreach, aiming to bridge the information gap and make agricultural innovation more accessible to rural communities.
Founded in 2021 by BITS Pilani alumni Shourya Agarwal, Malhar Patil, and Amit Gaiki, Flam develops GenAI-powered enterprise solutions that turn digital, retail, broadcast, and live event touchpoints into interactive, measurable engagement opportunities.
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