The Economic Times

Yash Raj Films makes first bet on vertical entertainment with Rusk Media investment

Yash Raj Films is venturing into the burgeoning digital-first entertainment space with a strategic investment in Rusk Media. This move signals YRF's expansion into mobile-first storytelling, focusing on original animation and vertical micro-dramas. The partnership aims to create category-defining intellectual property for global digital platforms, leveraging India's massive mobile audience and establishing the country as a creative force in vertical entertainment.