Strategic Partnership Aims to Build Next-Generation Digital IP for India and Global Markets
Yash Raj Films (YRF) has made a strategic investment in Rusk Media, strengthening its presence in India’s fast growing digital entertainment ecosystem. The partnership brings together one of India’s largest film studios and a digital first content company to develop original intellectual property (IP) across animation, vertical micro dramas, and mobile first entertainment.
The investment comes shortly after the Delhi based startup raised ₹100 crore (approximately $10.6 million) in a pre-Series C funding round led by Nazara Technologies. Existing investors Info Edge Ventures, IvyCap Ventures, and a consortium led by Audacity VC also participated in the financing round.
According to Rusk Media, the fresh capital will be used to build the next generation of digital content IP targeting audiences in both India and international markets.
What Will the YRF–Rusk Media Partnership Focus On?
As part of the collaboration, Yash Raj Films will lead the creative direction for original animation projects and vertical micro-drama intellectual properties, while Rusk Media will manage content production and digital distribution.
The content will be distributed through Alright! TV, Rusk Media’s proprietary digital entertainment platform, along with its extensive network of global digital channels.
The partnership combines YRF’s decades of storytelling expertise with Rusk Media’s deep understanding of mobile-first content consumption and Gen Z audiences. Together, the companies aim to create premium short-form entertainment designed for rapidly growing digital platforms.
With vertical video, micro dramas, and digital-native storytelling gaining popularity worldwide, the collaboration reflects a broader shift in how entertainment companies are adapting to changing consumer viewing habits.
Who Is Rusk Media?
Founded in 2019 by Mayank Yadav, Karanvir Sofat, and Shantanu Singh, Rusk Media is a digital entertainment company focused primarily on Gen Z and mobile first audiences.
The company produces serialized fiction, unscripted shows, animated content, creator led entertainment, social gaming, and short-form OTT programming across multiple digital platforms.
According to the company, its content ecosystem generates more than one billion monthly views, making it one of India’s largest digital entertainment networks targeting younger consumers.
Apart from fiction and entertainment content, Rusk Media has also expanded into user-generated gaming content and live entertainment formats, helping diversify its revenue streams and audience reach.
Its proprietary platform, Alright! TV, has become one of the company’s key distribution channels for original content.
How Is Rusk Media Performing Financially?
Rusk Media has continued to report strong business growth as demand for digital entertainment increases.
During FY25, the company’s operating revenue grew 43.1% to ₹81.38 crore, compared with ₹56.85 crore in the previous financial year.
At the same time, the startup also improved its financial performance by reducing losses.
Its net loss narrowed by 11.7%, declining from ₹28.70 crore in FY24 to ₹25.33 crore during FY25.
The improving financial performance reflects stronger monetization across its content portfolio while maintaining investments in original programming and platform expansion.
The recent ₹100 crore fundraising is expected to accelerate growth further by enabling larger investments in premium digital intellectual property and international expansion.
Why Is This Investment Important for Yash Raj Films?
Yash Raj Films has traditionally been known for blockbuster Hindi cinema, film production, music, talent management, and theatrical distribution.
However, changing audience preferences and the rapid growth of digital platforms have encouraged major entertainment companies to diversify beyond traditional filmmaking.
Through its investment in Rusk Media, YRF is strengthening its position in fast-growing digital content categories, including animation, short-form storytelling, creator-led entertainment, and vertical video formats.
The partnership also provides YRF with access to younger audiences who increasingly consume entertainment on smartphones rather than through conventional television or cinema.
By combining its creative expertise with Rusk Media’s digital distribution capabilities, YRF hopes to create scalable entertainment franchises capable of reaching global audiences.
What Does This Mean for India’s Digital Entertainment Industry?
The collaboration highlights the growing convergence between traditional media companies and digital-first content creators.
As streaming platforms, social media, and mobile entertainment continue to reshape content consumption, intellectual property designed specifically for digital audiences is becoming increasingly valuable.
Rusk Media’s expertise in creating high-engagement, short-form content, combined with YRF’s storytelling legacy and production capabilities, positions both companies to capitalize on emerging opportunities in India’s expanding creator economy.
With fresh funding, strategic backing, and a shared focus on original IP, the partnership could accelerate the development of globally competitive digital entertainment formats originating from India.
As consumer attention shifts further toward mobile-first viewing experiences, collaborations between legacy studios and digital startups are expected to play an increasingly important role in shaping the future of the country’s entertainment industry.
