Story perspectives

YRF invests in Rusk Media to tap India's vertical-format market

6/29/2026

Summary

Story summary

YRF announced a strategic investment in Rusk Media to enter India’s vertical-format market.
The move follows Rusk Media’s INR100 crore round led by Nazara Technologies with Info Edge Ventures, IvyCap Ventures and Audacity VC.
YRF will direct animation and micro-drama IP.
Rusk Media will produce and distribute the content on Alright! TV and global digital channels.
Rusk Media reported FY25 revenue of INR81.38 crore, a 43.1% rise, and a loss of INR25.33 crore.

History

Historical Context

ByteDance expanded TikTok to India in 2018, quickly building a massive user base that helped the platform reach about 800 million monthly active users worldwide by mid-2020. The app’s vertical-video format spurred Indian media firms to explore similar models, leading Yash Raj Films to invest in Rusk Media in 2024 to produce animation and micro-drama content for that audience.

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Story summary

YRF announced a strategic investment in Rusk Media to enter India’s vertical-format market.
The move follows Rusk Media’s INR100 crore round led by Nazara Technologies with Info Edge Ventures, IvyCap Ventures and Audacity VC.
YRF will direct animation and micro-drama IP.
Rusk Media will produce and distribute the content on Alright! TV and global digital channels.
Rusk Media reported FY25 revenue of INR81.38 crore, a 43.1% rise, and a loss of INR25.33 crore.

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