Flam, the AI-powered mixed reality publishing platform, has raised investment from cricketer KL Rahul. Flam’s latest innovation MR product promises to change the way fans engage with celebrities. This platform also offers brands the chance to publish their mascots or products as characters to create content with.
This move comes shortly after his investment in Bengaluru-based direct-to-consumer fitness brand Boldfit, demonstrating Rahul’s keen interest in high-growth sectors.
“This is going to change sports fandom forever. It will open up so many creative possibilities for fans to engage with their favorite athletes. The ease with which we can create this content really surprised me. This is going to be a big hit among fans,” said KL Rahul.
Shourya Agarwal, the Founder and CEO of Flam, noted, “We are thrilled to bridge the gap between the screen and reality, bringing celebrities right into your personal space. Flam will unlock the full potential of user-generated content with celebrities, empowering fans to create and share viral experiences. We envision marketers everywhere using this innovation to engage and captivate audiences across events, concerts, sports, films, and TV shows.”
Flam, founded in 2021 by Malhar Patil, Rajat Gupta, and Shourya Agarwal, is at the forefront of the mixed reality space, offering fans an innovative way to engage with celebrities. The platform allows users to create personalized, immersive experiences with renowned personalities through a simple link shared on social media, websites, or even via offline channels like QR codes.
This investment by KL Rahul is part of a broader trend of national athletes taking an active interest in Indian startups. In addition to Rahul’s recent investments, Olympian PV Sindhu has backed D2C wellness brand Hoop and agritech startup Greenday’s FMCG brand Better Nutrition. Similarly, Indian supplement brand Supply6 has secured investment from former South African cricketer AB de Villiers, who also serves as a brand ambassador. Other cricketers like Virender Sehwag and Shreyas Iyer have also invested in startups, with Sehwag backing Jaipur-based fintech startup Getepay and Iyer investing in the health tech platform Curelo.
