Funding · Consumer Internet & Media

Yash Raj Films invests in Rusk Media to build digital entertainment IP for Gen Z

By Startup Enthusiast · 29 June 2026

What they do

Rusk Media creates mobile-first content for Gen Z and Gen Alpha audiences through vertical storytelling and micro-dramas

Yash Raj Films has made a strategic investment in Rusk Media, though the financial terms are undisclosed

The partnership aims to build long-lasting digital IP and expand Rusk Media's content reach globally

Yash Raj Films (YRF) has made a strategic investment in Rusk Media, a digital entertainment startup focused on creating content for Gen Z and Gen Alpha audiences.
The investment aims to help Rusk Media build long-lasting digital intellectual property (IP) in vertical storytelling and micro-dramas.
YRF will oversee the creative direction of the original IPs, while Rusk Media will handle production and distribution through its platform Alright! TV and global digital channels.
Rusk Media recently raised ₹100 crore in a Pre-Series C round led by Nazara Technologies, with participation from Info Edge Ventures, IvyCap Ventures, and Audacity VC.
The partnership is intended to address the gap between the reach of vertical entertainment and the creation of enduring IP.

Vertical entertainment in India has achieved large reach but lacks enduring IP that defines a category.
Traditional studios are looking to expand beyond one-time box-office or platform-led monetisation.
The partnership aims to build scalable digital entertainment franchises with global appeal.

Rusk Media creates mobile-first content for Gen Z and Gen Alpha audiences through vertical storytelling and micro-dramas.
The company produces content for social platforms, OTT services, and its owned platform Alright! TV.
Rusk Media's content includes brands such as Alright! (fictional stories), Playground (gaming entertainment), and LIT (food, fashion, and travel).
The company aims to build AI-powered production tools to reduce costs and increase output.
Rusk Media has over 100 million people entertained globally.

Rusk Media plans to expand its content portfolio and scale Alright! TV.
The company aims to build AI-powered production tools to reduce costs and increase output.

Yash Raj Films (investor) — A legacy Bollywood production house with a diversified revenue profile across theatrical, licensing, and talent management.

Product: Vertical entertainment content including short-form dramas, music reality shows, interactive content, and proprietary animation studio.
Customers: Gen Z and Gen Alpha audiences consuming digital-first entertainment on mobile platforms and streaming services.
How it makes money: Subscription and advertising revenue from owned platform (Alright!); licensing and partnership deals with streaming platforms; brand partnerships.
What sets it apart: Proprietary animation studio and vertical entertainment IPs; native understanding of digital-first content creation for younger audiences.