YASH RAJ FILMS INVESTS IN RUSK MEDIA TO SHAPE GEN Z ENTERTAINMENT

Yash Raj Films has invested in Delhi-based Rusk Media, strengthening ties between India’s leading film studio and a fast-growing Gen Z-focused digital entertainment company. The partnership will drive original animation and micro-drama content, with Rusk Media’s Alright! TV platform leading distribution. The move follows Rusk’s ₹100 crore pre-Series C funding round.  

Yash Raj Films (YRF), one of India’s most iconic film studios, has announced a strategic investment in Delhi-based digital entertainment startup Rusk Media, signalling a bold step into the future of Gen Z-driven storytelling. The collaboration marks a significant convergence of traditional cinematic expertise with the agility of mobile-first content creation.  

The investment comes on the heels of Rusk Media’s successful ₹100 crore pre-Series C funding round, led by Nazara Technologies, with participation from Info Edge Ventures, IvyCap Ventures, and Audacity VC. This infusion of capital has positioned Rusk Media as one of the most promising players in India’s rapidly evolving digital entertainment landscape.  

Under the partnership, YRF will play a guiding role in the creative development of original animation and vertical micro-drama content, genres that resonate strongly with younger audiences seeking fast-paced, visually engaging narratives. Rusk Media, meanwhile, will take charge of production and distribution, leveraging its Alright! TV platform and digital channels to deliver content directly to mobile-first consumers.  

Founded in 2019 by Mayank Yadav, Karanvir Sofat, and Shantanu Singh, Rusk Media has carved out a niche by creating entertainment tailored for Gen Z audiences. Its portfolio spans fiction, animation, unscripted formats, and gaming, reflecting the diverse consumption habits of a generation that thrives on short-form, interactive, and immersive experiences.  

For YRF, the move represents more than just an investment; it is a strategic alignment with the future of content consumption. By partnering with Rusk Media, the studio is extending its creative legacy into new formats that go beyond the big screen, tapping into the cultural pulse of India’s digital-native youth.  

Industry observers view the collaboration as a landmark moment in India’s entertainment sector, where established studios are increasingly recognising the importance of digital-first platforms. With Rusk Media’s proven ability to engage Gen Z audiences and YRF’s unmatched storytelling pedigree, the partnership is expected to produce innovative content that bridges cinematic tradition with digital experimentation.  

As India’s entertainment ecosystem continues to diversify, the YRF-Rusk alliance underscores a broader trend: the blending of legacy film institutions with agile startups to meet the demands of a generation redefining how stories are consumed. This collaboration could well set the tone for future partnerships between established studios and digital disruptors, shaping the next chapter of Indian entertainment.