Yash Raj Films has made a strategic investment in digital entertainment company Rusk Media, marking a move to strengthen its presence in the fast growing digital content space. Rusk Media is known for creating original, digital first entertainment content, including short form videos and vertical storytelling formats designed for mobile audiences.

Under this partnership, YRF will play a key role in guiding the creative direction of new content, especially in areas like animation and vertical micro drama formats. At the same time, Rusk Media will continue to handle production and distribution through its own digital platform and other online channels.

According to a PTI report, the collaboration aims to build long term digital content intellectual properties, focusing on developing story worlds that can grow into larger franchises rather than just single shows or videos.

The goal is to create engaging content for the next generation of viewers who prefer short, mobile-friendly, and digital-first entertainment. Akshaye Widhani, CEO of Yash Raj Films, said the partnership is focused on building ‘worlds, not just content.’ He added that storytelling formats are evolving rapidly and it is important to invest in platforms and creators who understand how audiences discover and consume content today.

He also highlighted that Rusk Media’s understanding of youth driven digital storytelling makes it a strong partner for YRF’s expansion into new age entertainment formats. With this investment, Yash Raj Films continues to expand beyond traditional cinema into digital entertainment, while Rusk Media gains support from one of India’s most established film production houses.