Yash Raj Films Partners with Rusk Media to Pioneer India’s Vertical Entertainment Sector!
Leading Indian film studio Yash Raj Films (YRF) has announced a strategic investment in Rusk Media, a prominent digital-first entertainment company known for creating vertical storytelling IPs aimed at Gen Z and Gen Alpha audiences. The capital infusion is intended to accelerate Rusk Media’s plans to develop enduring digital intellectual property for both domestic and international markets.
Under the terms of the agreement, YRF will provide creative oversight for upcoming original animation projects and vertical micro-dramas. Rusk Media will handle the production and distribution of this content across its proprietary Alright! TV platform as well as global digital networks.
”The drive to adapt and evolve is central to who we are at YRF,” said Akshaye Widhani, CEO of Yash Raj Films. “While platforms serve as the infrastructure, it is the content and IP that shape culture. Mayank and his team have a profound understanding of how younger audiences discover and engage with stories. We want to back that exact vision, working together to build expansive story worlds rather than just standalone content.”
Mayank Yadav, Co-Founder and CEO of Rusk Media, added: “Vertical entertainment in India has achieved massive scale, but it has yet to produce the kind of legacy IP that defines a category. This partnership is designed to bridge that gap. We bring a native understanding of digital audience behavior and community building, and with YRF’s support, we are focusing on creating content built for longevity rather than just chasing algorithm trends.”
As the lines between traditional cinema, digital media, and mobile-first entertainment continue to blur, this collaboration aims to position both companies at the forefront of the next decade’s franchise development by combining creative depth with digital-native distribution.
By Keerti Kadam