{"id":2479879,"date":"2026-06-29T03:03:51","date_gmt":"2026-06-29T03:03:51","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2479879"},"modified":"2026-06-29T03:03:51","modified_gmt":"2026-06-29T03:03:51","slug":"indias-yash-raj-films-backs-rusk-media-in-vertical-entertainment-push","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/indias-yash-raj-films-backs-rusk-media-in-vertical-entertainment-push\/","title":{"rendered":"India’s Yash Raj Films Backs Rusk Media in Vertical Entertainment Push"},"content":{"rendered":"

<\/p>\n

\n

\n\tYash Raj Films<\/a> has made a strategic investment in Rusk Media<\/a>, 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\u2019s fast-growing vertical content economy.<\/p>\n

\n\tFinancial terms were not disclosed. The collaboration will focus on developing original IP across animation and vertical microdramas<\/a>, distributed via Rusk Media\u2019s proprietary platform and its global digital channels. <\/p>\n

\n\tThe deal signals a broadening of YRF\u2019s ambitions beyond its core theatrical business. The studio has built one of Bollywood\u2019s most recognizable franchise operations through its YRF spy universe, which spans seven films and counts \u201cPathaan,\u201d \u201cWar\u201d and the \u201cTiger\u201d series among its entries. The next chapter, \u201cAlpha\u201d \u2013 a female-led entry starring Alia Bhatt and Sharvari, alongside Anil Kapoor and Bobby Deol \u2013 is set for theatrical release on July 3. It is directed by Shiv Rawail, who also helmed YRF Entertainment\u2019s debut Netflix miniseries \u201cThe Railway Men,\u201d a four-part drama set against the 1984 Bhopal gas tragedy. YRF Entertainment\u2019s second Netflix series, \u201cMandala Murders,\u201d a mythological crime thriller starring Vaani Kapoor, premiered on the platform last year.<\/p>\n

\n\tRusk Media, co-founded by Mayank Yadav, has built its business around original vertical storytelling.<\/p>\n

\n\t\u201cVertical 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,\u201d Yadav said. \u201cWe bring a native understanding of how digitally native audiences discover and build community around content, and with YRF\u2019s backing, we are building for longevity, not the algorithm.\u201d<\/p>\n

\n\t\u201cThe instinct to evolve has always been central to YRF\u2019s DNA. Platforms are infrastructure, content and IP are culture,\u201d added Akshaye Widhani<\/a>, CEO of Yash Raj Films. \u201cMayank 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 back. Together, the aspiration is to build worlds, not just content.\u201d<\/p>\n

\n\tRusk Media\u2019s Alright! TV platform will serve as the primary distribution vehicle for the jointly developed titles.<\/p>\n<\/div>\n

\u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n

\u2018 Some details of this article were extracted from the following source variety.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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\u2019s fast-growing vertical content economy. Financial terms were not disclosed. The collaboration will […]<\/p>\n","protected":false},"author":2,"featured_media":2479880,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[488117,373591,459582,340968],"class_list":["post-2479879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-akshaye-widhani","tag-microdramas","tag-rusk-media","tag-yash-raj-films"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/06\/Indias-Yash-Raj-Films-Backs-Rusk-Media-in-Vertical-Entertainment.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2479879","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2479879"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2479879\/revisions"}],"predecessor-version":[{"id":2479881,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2479879\/revisions\/2479881"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2479880"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2479879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2479879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2479879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}