Yash Raj Films has made a strategic investment in Rusk Media, the Mumbai-headquartered digital entertainment company behind the Alright! TV platform, the studio announced on 29 June 2026. Financial terms were not disclosed.
Under the partnership, YRF will steer the creative direction of original animation and vertical micro-drama intellectual property, while Rusk Media handles production and distribution through Alright! TV and global digital channels. Rather than repurposing existing film franchises, both companies say the focus will be on IP built from scratch for portrait-mode, mobile-first consumption.
The deal marks YRF’s first formal entry into India’s vertical entertainment economy, a segment growing rapidly alongside short-form video consumption among younger audiences on YouTube Shorts, JioHotstar, and Amazon MX Player. The studio’s theatrical record includes the YRF spy universe — spanning Pathaan, War, and the Tiger series — and it reported operating revenue of ₹740 crore and a net profit of ₹56 crore in FY24, according to Acuité Ratings & Research.
“The instinct to evolve has always been central to YRF’s DNA. Platforms are infrastructure, content and IP are culture. Mayank and his team at Rusk Media have built a deep understanding of how the next generation discovers and inhabits stories, and that is exactly the kind of vision we want to invest in. Together, the aspiration is to build worlds, not just content.” said Akshaye Widhani, CEO, Yash Raj Films, in an official blog post
Founded in 2019 by Mayank Yadav, Rusk Media has built a catalogue of mobile-first fiction, unscripted programming, and vertical drama distributed across social platforms and OTT services. Its revenue grew 43% to ₹81.38 crore in FY25, while losses narrowed to ₹25.33 crore from ₹28.70 crore the previous year. The company has raised close to $32 million to date, with its most recent Pre-Series C round of ₹100 crore led by Nazara Technologies closing in June 2026 — just days before the YRF announcement. Existing backers Info Edge Ventures, IvyCap Ventures, and a consortium led by Audacity VC also participated in that round.
“Vertical entertainment in India has produced extraordinary reach, but not the enduring IP that defines a category. That is the gap this collaboration is designed to close. We bring a native understanding of how digitally native audiences discover and build community around content, and with YRF’s backing, we are building for longevity, not the algorithm.” said Mayank Yadav, Co-Founder and CEO, Rusk Media
The partnership arrives as legacy studios across India explore short-form and mobile-native content to complement theatrical and streaming strategies. Rival Red Chillies Entertainment has also been reported to be eyeing the micro-drama space in 2026. For YRF, the Rusk Media bet is a direct signal that India’s next entertainment franchises may be built one vertical scroll at a time.
