Yash Raj Films has made a strategic investment in Rusk Media, the digital-first entertainment company behind the Alright! TV platform that specializes in original content for Gen Z and Gen Alpha audiences, as the Bollywood major moves to establish a foothold in India’s fast-growing vertical content economy.
Financial terms were not disclosed. The collaboration will focus on developing original IP across animation and vertical microdramas, distributed via Rusk Media’s proprietary platform and its global digital channels.
The deal signals a broadening of YRF’s ambitions beyond its core theatrical business. The studio has built one of Bollywood’s most recognizable franchise operations through its YRF spy universe, which spans seven films and counts “Pathaan,” “War” and the “Tiger” series among its entries. The next chapter, “Alpha” – a female-led entry starring Alia Bhatt and Sharvari, alongside Anil Kapoor and Bobby Deol – is set for theatrical release on July 3. It is directed by Shiv Rawail, who also helmed YRF Entertainment’s debut Netflix miniseries “The Railway Men,” a four-part drama set against the 1984 Bhopal gas tragedy. YRF Entertainment’s second Netflix series, “Mandala Murders,” a mythological crime thriller starring Vaani Kapoor, premiered on the platform last year.
