Yash Raj Films (YRF) has announced a strategic investment in digital entertainment company Rusk Media as the studio expands its presence in the fast-growing vertical entertainment space. The collaboration will focus on creating original animation and vertical micro drama intellectual property (IP) tailored for Gen Z and Gen Alpha audiences.

As part of the partnership, YRF will lead the creative direction of the content, while Rusk Media will handle production and distribution through its Alright! TV platform and other global digital channels. The move reflects the growing demand for short-form, mobile-first storytelling and creator-led entertainment formats.

Speaking about the collaboration, Akshaye Widhani, CEO, Yash Raj Films, said innovation has always been integral to YRF’s growth journey. He noted that while platforms provide the infrastructure, original content and intellectual property shape culture. Widhani added that Rusk Media’s understanding of how younger audiences discover and engage with stories made it a natural partner, with the shared ambition of building enduring entertainment franchises rather than just content.

Mayank Yadav, Co-founder and CEO, Rusk Media, said India has witnessed significant growth in vertical entertainment, but the industry is yet to create lasting IP that defines the category. He added that Rusk’s expertise in understanding digital-native audiences, combined with YRF’s creative legacy and backing, will help create content designed for long-term cultural relevance instead of short-lived algorithmic success.

The investment marks another step in YRF’s digital content strategy as it explores new storytelling formats and expands its reach among younger, mobile-first audiences.