On June 29, 2026, Yash Raj Films (YRF) announced a strategic investment in Rusk Media, one of India’s leading digital-first entertainment companies that specializes in original vertical storytelling IP for Gen Z and Gen Alpha audiences. This investment supports Rusk Media’s vision of building the next generation of sustainable digital IP for India and the world.
Yash Raj Films partners with Rusk Media to develop next generation digital entertainment IP
Under the partnership, YRF will oversee original animation and creative direction of the vertical micro-drama IP, while Rusk Media will produce and distribute content through its proprietary! TV platforms and global digital channels.
This collaboration aims to fuel YRF and Rusk Media’s shared ambition of establishing India as a creative force in the vertical entertainment economy through original IP in animation and vertical micro-drama, distributed under the ownership of Rusk Media! TV platforms and global digital channels.
Akshay Vidhani, CEO, Yash Raj Films, said, “The drive to evolve has always been at the heart of YRF’s DNA. The platforms are the infrastructure, the content and the IP are the culture. Mayank and his team at Rusk Media have built a deep understanding of how the next generation discovers and inhabits stories, and this is exactly the kind of approach we want to invest in. Together, the aspiration is to create worlds, not just content.”
Mayank Yadav, Co-Founder and CEO, Rusk Media, said: “Vertical entertainment in India has created extraordinary reach, but not enduring IP that defines a category. That is the gap this collaboration is designed to bridge. We bring a core understanding of how digitally native audiences discover and build community around content, and with the support of YRF, we are building for longevity, not just For algorithms.”
As the boundaries between cinema, digital and mobile entertainment continue to blur, the franchises that define the next decade will be those built with both creative depth and digital fluency, and Rusk Media is building for exactly that future.
