Yash Raj Films strategically partners with Rusk Media, aiming to tap into India's booming vertical content market targeting Gen Z and Gen Alpha audiences.
Yash Raj Films invests in Rusk Media for vertical short-form IP, targeting India's 377M mobile-first viewers. A major studio's shift away from franchises validates vertical entertainment as mainstream—key shift for content-tech and distribution strategy.
The initial goal is to create original IPs instead of adapting YRF's film franchises
Jun 29, 2026
11:41 am
What's the storyYash Raj Films (YRF), the renowned Bollywood studio, has made its first strategic investment in digital-first entertainment company Rusk Media.
This move comes as YRF seeks to tap into India's blooming vertical entertainment market and mobile-first storytelling.
Yash Raj Films makes first bet on vertical entertainment with Rusk Media investment
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