IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital

IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital

New Delhi-based NFX Digital, which owns and operates gamified consumer insights portal Adytude.com, has raised $1 Mn (INR 6.6 Cr) in funding from Indian Angel Network (IAN).

IAN member Vikas Kuthiala was the lead investor for the transaction and will be joining the company’s board.

Founded in 2013 by well known ad guru Shivjeet Kullar and Vir Kullar, NFX Digital serves as a direct link between brands & consumers. Its primary product, Adytude.com, is a platform that enables consumers to talk to brands, and provide their feedback in real time. This is done by users who coming to the site, play by responding to ads and earn AdCash, which can then be redeemed for merchandise and gifts.

Shivjeet Kullar, former creative director of Contract Advertising (later acquired by JWT) said, “We call it ‘Backvertising’ or live consumer feedback. Brands are testing consumer behaviour and mobile user behaviour, among others, through us, and we can measure the intensity of the consumer response.”

With this, the brands are able to pull out relevant information from targeted demographics. NFX Digital counts a list of leading brands including Hyundai, ShopClues, J K Lakshmi Cement, Coca-Cola, IFFCO, Okaya, Discovery Network, and more.

With the new round of funding, the startup plans to expand its footprint across the country and plans to kickstart operations in the UK by the end of this year. It will also invest towards marketing and research.

Kullar added, “When we had the idea for this site, the key was whether we could build a relevant community. It wasn’t easy, but now we have thousands of loyal users and the average session time on this site is 14 minutes, which is off the charts – very few sites in India have this level of involvement.”

Prior to this round of funding, NFX Digital had raised about INR 3 Cr from ad filmmakers Prahlad Kakkar and Abhinay Singh Deo, among others.


Welcome to Flash Feed, your essential source for breaking news and innovation from around the web – bite-sized and updated all day.


You have reached your limit of free stories
Become An Inc42 Plus Member

Become a Startup Insider in 2024 with Inc42 Plus. Join our exclusive community of 10,000+ founders, investors & operators and stay ahead in India’s startup & business economy.

2 YEAR PLAN
₹19999
₹7999
₹333/Month
Unlock 60% OFF
Cancel Anytime
1 YEAR PLAN
₹9999
₹4999
₹416/Month
Unlock 50% OFF
Cancel Anytime
Already A Member?
Discover Startups & Business Models

Unleash your potential by exploring unlimited articles, trackers, and playbooks. Identify the hottest startup deals, supercharge your innovation projects, and stay updated with expert curation.

IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital-Inc42 Media
How-To’s on Starting & Scaling Up

Empower yourself with comprehensive playbooks, expert analysis, and invaluable insights. Learn to validate ideas, acquire customers, secure funding, and navigate the journey to startup success.

IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital-Inc42 Media
Identify Trends & New Markets

Access 75+ in-depth reports on frontier industries. Gain exclusive market intelligence, understand market landscapes, and decode emerging trends to make informed decisions.

IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital-Inc42 Media
Track & Decode the Investment Landscape

Stay ahead with startup and funding trackers. Analyse investment strategies, profile successful investors, and keep track of upcoming funds, accelerators, and more.

IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital-Inc42 Media
IAN Invests $ 1 Mn In Marketing and Advertising Startup NFX Digital-Inc42 Media
You’re in Good company