Yash Raj’s next focus area is Gen Z entertainment

Bollywood giant Yash Raj Films (YRF) has announced a strategic investment in digital entertainment company Rusk Media, signalling its entry into the fast-growing world of vertical storytelling and mobile-first content aimed at Gen Z and Gen Alpha audiences.

The partnership will see YRF guide the creative direction of original animation and vertical micro-drama projects, while Rusk Media will produce and distribute the content through its proprietary Alright! TV platform and global digital channels.

Building India's next entertainment franchise

The collaboration aims to create long-lasting digital intellectual properties (IPs) that can compete globally, positioning India as a major player in the vertical entertainment economy.

What YRF said

YRF CEO Akshaye Widhani said the studio has always evolved with changing audiences and believes the future lies in building "worlds, not just content." He added that Rusk Media's understanding of digital-native audiences made it the right partner.

YRF was founded in 1970 by Late Yash Chopra. The studio claims that it’s the only privately held and fully integrated studio in India producing and having produced over 80 films. 

It handles production to post production, domestic & international distribution, music & home entertainment, marketing, design, digital, licensing, merchandising, talent management, brand partnerships, music studios and film studios-all in-house facilities, making it one of the largest, if not largest entertainment conglomerates in the country.

Rusk Media's vision

Rusk Media Co-founder and CEO Mayank Yadav said India has achieved massive reach in short-form entertainment but still lacks enduring digital IPs. With YRF's backing, the company plans to build franchises designed for longevity rather than short-term algorithmic success.

In their words, Rusk Media is a mobile-first digital entertainment company focused on creating serialized content for Gen Z and young adult audiences.

The company develops original fiction and non-fiction IPs for social media and OTT platforms.

The claimed numbers include more than 25 original IPs, a subscriber base of over 20 million, and more than one billion monthly views, Rusk Media distributes its content through owned, managed, and partner networks across India and international markets.