The strategic investment in Rusk Media is to develop the original animation and vertical micro drama intellectual properties (IP) which is aimed at Gen Z and Gen Alpha audiences. Under the partnership , Yash Raj Films will oversee the creative direction while Rusk Media will handle the production and distribution via its platform Alright! TV.

The financial terms have not been disclosed under this new partnership. Yash Raj Films and Rusk Media coming together signals the broadening of YRF ambitions beyond its core theatrical business.  The Yash Raj Films studio that was once built as one of Bollywood’s most recognizable franchise operations through its YRF Spy Universe, with a span of seven films such as Pathaan, War, Tigers series and the new chapter Alpha with the female led entry starring Alia Bhatt and Sharvari alongside Anil Kapoor and Bobby Deol.  

The Yash Raj Films deal followed with Rusk Media’s Pre Series C funding where they have raised Rs. 100 crore led by Nazara Technologies with the participation from Info Edge Ventures and IvvCap Ventures.  The partnership is intended to build a long-term narrative world rather than just relying on short term social media algorithms.  The focus is on the content and their mobile first video expansion on variety or whether its directly exploring their proprietary platforms via the Alright! TV.

Yash Raj Films and Rusk Media together evolve to build a new world of words and not content.

Rusk Media, co-founded by Mayank Yadav has built his business around the original vertical storytelling. The vertical entertainment in India has been producing extraordinary range but it has not endured the IP that defines its category. This is where the gap where the collaboration between YRF and Rusk Media will be designed to close. 

Mayank Yadav said the collaboration is to bring a native understanding of how digitally native audience discover or build a community around content and with YRF backing , together there will be longevity and not just the algorithms.

The CEO of Yash Raj Films , Akshaye Widhani added that the instinct to evolve has been essential to YRF’s DNA . Platforms are infrastructure with content and IP culture.  Mayank Yadav and his team at Rusk Media have built a deep understanding of how the next generation will discover the inhabits and stories and that is the kind of vision the collaboration will want to invest in. Together they aspire to build words not just the content.