India, October 24, 2025: Flam, the AI infrastructure startup redefining how brands engage with consumers, has partnered with Maddock Films to unveil a 3D Mixed-Reality (MR) experience for Thamma, the production house’s supernatural thriller starring Ayushmann Khurrana and Rashmika Mandanna. The collaboration represents a first-of-its-kind integration of MR technology into Indian film marketing, transforming conventional static promotions into interactive, story-driven experiences.
Fans can now step directly into the dark and mysterious world of Thamma with a simple scan of posters, merchandise, or digital creatives. The immersive experience allows audiences to explore the supernatural universe of the film, interact with its enigmatic characters, and engage with cinematic elements, all from their smartphones.
Link to the ad: https://www.instagram.com/p/DPTl4R4jFt_/?igsh=MWZ1cHFxdDE4dnFteg%3D%3D
“Flam has always been at the forefront of immersive advertising, with a focus on how audiences engage with content. Entertainment marketing is evolving from static visuals into fully interactive worlds. With Thamma, our goal was to merge storytelling with audience engagement, creating experiences that audiences don’t just watch, but step inside. This collaboration reimagines cinema promotion, turning everyday touchpoints into a gateway to the film’s supernatural universe,” said Karthik K Raman, Chief Marketing Officer, Flam
A spokesperson from Maddock Films commented, “We’ve always believed in pushing the boundaries of storytelling. Partnering with Flam allowed us to extend Thamma’s world beyond the screen, giving audiences a chance to live the story, not just watch it.” The film was released this Diwali, on 21st October, in theatres.
The Experience
- Immersive Posters & Merchandise: Fans can scan movie posters, standees, and merchandise to unlock a vampire-world 3D MR experience.
- Mixed-Reality Engagement: A single scan or link can transport audiences into a 3D world of vampires, supernatural creatures, and cinematic moments inspired by Thamma.
- Accessible Innovation: The MR experience is mobile-first, ensuring accessibility across social platforms, print, and on-ground activations.
This campaign showcases how MR technology is redefining film marketing in India, creating deeper connections between audiences and cinematic narratives while setting a new benchmark for interactive promotions.
