Ayushmann and Rashmika bring a supernatural world to your phone
Maddock Films’ upcoming supernatural thriller Thamma, headlined by Ayushmann Khurrana and Rashmika Mandanna, is not just another film release. In partnership with AI infrastructure startup Flam, the team is introducing India’s first 3D Mixed‑Reality (MR) experience tied to a feature film, turning regular promotions into immersive, story-driven moments.
What the 3D MR experience offers
Fans can enter Thamma’s dark, vampire‑filled universe by scanning posters, merchandise or digital creatives using their smartphones. The MR layer brings cinematic scenes to life, lets users interact with mysterious characters, and delivers short, shareable moments inspired by the movie.
Key features
- Immersive posters & merchandise: Scan standees, posters or merch to unlock a 3D vampire world.
- Mixed‑reality engagement: One scan or link transports users into interactive cinematic moments from the film.
- Mobile‑first design: Built to work across social platforms, print and on‑ground activations for easy access.
Why this matters for film marketing
Karthik K Raman, Chief Marketing Officer at Flam, says the move reflects a shift in entertainment promotion: “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.”
A Maddock Films spokesperson added that pushing the boundaries of storytelling was central to the collaboration, allowing the film’s world to extend beyond the screen and letting audiences “live the story, not just watch it.”
What fans should expect
The MR campaign aims to deepen the connection between viewers and the film’s narrative, making discovery playful and participatory. Whether you spot a poster at the mall or see a shared clip online, a quick scan is all it takes to dive into Thamma’s eerie universe.
