Yash Raj Films (YRF) has made a strategic investment in digital first entertainment company Rusk Media.

The Delhi headquartered company recently raised Rs 100 crore ($10.6 million) in a pre Series C funding round led by Nazara Technologies. The round also saw participation from Info Edge Ventures, IvyCap Ventures, and a consortium led by Audacity VC.

The proceeds will be used to build the next generation of digital IP for India and global markets, Rusk Media said in a press release.

Under the partnership, YRF will oversee the creative direction of original animation and vertical micro drama IP, while Rusk Media will produce and distribute the content through its proprietary Alright! TV platform and global digital channels.

Co-founded in 2019 by Mayank Yadav, Karanvir Sofat, and Shantanu Singh, Rusk Media is a mobile first, Gen Z focused digital entertainment company that creates premium serialized social and OTT video IP across fiction and unscripted content, as well as social UGC gaming. The company says it generates more than a billion monthly views across its platforms.

YRF operates across the filmmaking and content ecosystem, including production, post production, domestic and international distribution, music, digital content, marketing, talent management, licensing, merchandising, brand partnerships, and studio operations.

According to Rusk Media, it develops serialized fiction, unscripted formats, animated content, vertical dramas, and live entertainment formats.

Rusk Media’s revenue grew 43.1% to Rs 81.38 crore in FY25 from Rs 56.85 crore in FY24, while its losses narrowed 11.7% to Rs 25.33 crore from Rs 28.70 crore in the previous fiscal year.