The legacy production house will leverage Rusk’s combined expertise of digital media, younger audiences and mobile-first viewing to expand its content reach
As part of the investment, YRF will get access to Rusk Media’s proprietary film animation stake and vertical microdrama IPs
YRF’s investment in the startup comes amid more digital entertainment channels bid to crack the microdrama wave in the country
Bollywood production house Yash Raj Films has made a “strategic investment” in digital entertainment startup Rusk Media
to expand its digital offerings, focused around Gen Z and Gen Alpha audiences. The financial deals of the announcement were not disclosed by YRF.
The legacy production house, which has been operational since 1970, will leverage Rusk’s combined expertise of digital media, younger audiences and mobile-first viewing to expand its content reach, which has traditionally been rooted in cinema and home-entertainment.
As part of the investment, YRF will get access to Rusk Media’s proprietary film animation studio and vertical microdrama IPs. Rusk will continue to independently produce and distribute the content through Alright! and other global digital channels.
“Vertical 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. We bring a native understanding of how digitally native audiences discover and build community around content,” Rusk Media’s CEO Mayank Yadav said.
Founded in 2019 by Yadav, Rusk Media makes digital content targeted at Gen Z audiences under brands such as Alright! (TV channel for fictional stories), Playground (gaming entertainment intellectual property), and LIT (food, fashion and travel).
The mobile-first video IPs are targeted toward Gen Z and millennial audiences across social platforms, OTT services like Amazon MX Player, JioHotstar, etc as well as its owned platforms.
Important to mention that Rusk Media just closed its pre-Series C funding round at ₹100 Cr a few days earlier. Its backers include listed gaming major Nazara Technologies, Info Edge Ventures, IvyCap Ventures and a consortium led by Audacity VC. Its total funding till date exceeds $40 Mn.
YRF’s investment in Rusk Media comes amid more digital entertainment channels bid to crack the microdrama wave in the country. The format of content, which features vertical telling of stories within 60-90 second episodes, has captured the emotional pull of daily soaps and combined it with the pace of Instagram Reels.
Beyond verticalisation of soap operas, microdramas are also making OTT viewing more accessible through their regional focus on audiences beyond metro cities.
From Kuku FM, ShareChat to JioHotstar’s Tadka, major companies in the industry are betting on microdrama for growth.
However, like any form of content, cracking the microdrama code has served to be a laborious task for many. For instance, media and entertainment startup Pocket FM recently shut down its microdrama vertical Pocket TV to focus on its core audio storytelling IPs.
Highlighting how the economics of the model are not sustainable for the long run, PocketFM’s CEO Rohan Nayak said that the category is being supported by aggressive user acquisition budgets, dark patterns and auto-renewal mechanics.
“We don’t think the current micro drama model works: The hardest part wasn’t getting people to try the product, it was getting them to come back. User acquisition isn’t the challenge in micro drama today, long-term retention is,” he said, in a post on LinkedIn.