Yash Raj Films has invested in digital entertainment company Rusk Media to develop original animation and vertical micro-drama intellectual property (IP) aimed at Gen Z and Gen Alpha audiences. The companies have not disclosed the financial details of the investment.
The partnership has combined Yash Raj Films’ creative leadership with Rusk Media’s production and distribution capabilities. Under the collaboration, YRF has led the creative direction for original animation and vertical micro-drama IP, while Rusk Media has produced and distributed the content through its Alright! TV platform and global digital channels.
The collaboration has focused on creating original digital IP designed to scale across platforms as audiences increasingly consume short-form, mobile-first content. The companies have stated that the partnership reflects their shared ambition to establish India as a creative force in the vertical entertainment economy through original animation and vertical micro-drama franchises.
Founded in 2019, Rusk Media has created digital-first entertainment across social media platforms, OTT services and its owned platform, Alright! TV. The company has focused on serialised fiction, animation, unscripted content, vertical dramas and branded entertainment for younger audiences.
The partnership has been expected to support the creation of long-term digital franchises as the boundaries between cinema, streaming and mobile-first entertainment continue to evolve, with original IP anticipated to play a larger role in shaping the next phase of India’s entertainment industry.
