Gurgaon-based media-tech startup Red Brick Lane Marketing Solutions Pvt Ltd, which owns and operates Zapr, a mobile app which allows users to get reward points for watching TV commercials, has raised an undisclosed amount of funding in its third round that was led by India's e-commerce giant Flipkart.

New investors lie music streaming company Saavn, Micromax, and Mu Sigma's Dhiraj Rajaram also participated in the round along with existing investors - Dinesh Agarwal, Samir Bangara, Sanjay Nath and Arihant Patni.

ZAPR plans to use the freshly raised funds to expand its product range. Currently the company can only track users watching live TV, but it has plans to expand its range.

The startup was founded in 2012 by three IIT graduates Deepak Baid, Sandipan Mondal and Sajo Mathews. ZAPR works with TV channels, brands and advertising agencies, though the co-founders declined to name specific customers.

The company also plans to expand its team from about 25 currently to 50 by the end of the year.

With ZAPR app, users need to tap the 'ZAP' button once the ad-break starts on TV and then sit back and let the phone listen to your TV and identify which ads are being watched (or at least switched on). Users get rewards with vouchers from e-com firms and multiplex chains.

With over 300 TV channels profiled continuously for viewership trends, Zapr claims to be India’s largest TV viewership data repository. It has over 1500 locations cities and towns covered across urban and rural India for viwerships.

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