Yash Raj Films Invests in Rusk Media
On June 29, 2026, Yash Raj Films (YRF) announced a strategic investment in Rusk Media, a digital‑first entertainment company that creates original vertical storytelling IPs for Gen Z and Gen Alpha audiences. The partnership will see YRF overseeing the creative direction of original animation and vertical micro‑drama IP, while Rusk Media will handle production and distribution through its proprietary Alright! TV platform and other global digital channels.
Akshaye Widhani, CEO of Yash Raj Films, stated that evolution is central to YRF’s DNA and that the collaboration will combine platform infrastructure with cultural content, emphasizing the goal of building worlds rather than merely content. Mayank Yadav, Co‑Founder and CEO of Rusk Media, highlighted that vertical entertainment in India has achieved extraordinary reach but lacks enduring IP, and that the joint effort aims to fill this gap by creating lasting digital properties.
The announcement underscores the intent to shape the future of India’s vertical entertainment economy, leveraging Rusk Media’s deep understanding of how digitally native audiences discover and build communities around content, and YRF’s backing to focus on longevity over algorithmic performance.
No financial amount of the investment was disclosed. The press release was distributed under an arrangement with PNN, with PTI noting no editorial responsibility.