India, June 29 -- 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 conte...