iWorld
“We’re exploring ancient Indian mythology for original IPs”: Rusk Media’s Ajit Manerikar
Mumbai: For Gen-Z, it’s always a mix of snackable entertainment and quick bites of captivating content that fuel their digital cravings. Understanding this appetite, Rusk Media, a Gen-Z first mobile entertainment company, delivers premium social and OTT video IPs tailored to their tastes. Some of their shows include Playground – a gaming entertainment championship, Roomies, Dude, Couple Goals, Date with Senior, and more.
Spearheading Rusk’s journey into the heart of Gen-Z storytelling, Ajit Manerikar, Sr VP of production & commercials, orchestrates a team of passionate storytellers dedicated to weaving data-driven narratives that resonate with the digital generation.
Indiantelevision.com caught up with Manerikar to gain more insights on Gen-Z’s behavioural trends, the studios’ upcoming projects or collaborations, Rusk’s strategy of blending TV-style storytelling with snackable content, and more…
Edited Excerpts:
On Rusk Studios’ inspiration to focus on becoming a Gen-Z first mobile entertainment company and the behavioural patterns of Gen-Z audiences that Rusk Studios has observed
Rusk Studios was inspired to focus on becoming a Gen-Z first mobile entertainment company due to the significant shifts in digital behavior observed in recent years. With the explosion of internet and smartphone penetration, there has been a notable trend of individuals, particularly young adults belonging to Generation Z and Alpha, gravitating towards consuming content on their personal screens.
This surge in mobile entertainment consumption prompted the emergence of a new industry, where content began to be predominantly consumed on mobile devices. Recognizing this trend, we identified a crucial gap in the market – despite the abundance of content available, younger audiences were largely consuming content that was created for older demographics. This presented an opportunity for us to cater specifically to the preferences and interests of Gen-Z audiences.
Today, as the largest Gen-Z/A focused mobile entertainment company in India, we have strategically positioned ourselves to deliver premium serialized content across various platforms such as YouTube, Instagram, Facebook, Snapchat, and OTTs. Our content spans diverse genres including fiction and non-fiction, and encompasses both short and long-form video formats. By aligning our content offerings with the behavioral patterns and preferences of Gen-Z audiences, we have successfully carved a niche for ourselves in the competitive landscape of mobile entertainment.
On Rusk Media navigating the ever-evolving landscape of digital entertainment
At Rusk Media, we navigate the ever-evolving landscape of digital entertainment by staying closely connected to our audience. With a robust presence across four major social media platforms and nearly 20 million subscribers, we’re continually tuned into what content our target audience is consuming. Each month, our channels collectively amass an impressive one billion views, giving us invaluable insights into audience preferences and trends.
Moreover, our dedicated research and analytics team gathers industry insights, allowing us to stay ahead of the curve. By combining these first-hand observations with comprehensive data analysis, we develop content that is not only relevant but also resonates deeply with our audience, particularly Gen Z.
Our focus lies in creating premium, snackable content tailored to the preferences of today’s audiences, who often have shorter attention spans. By crafting themes and storylines that resonate with our viewers, we strive to offer entertainment experiences that captivate and engage, ensuring that Rusk Media remains at the forefront of digital entertainment.
On upcoming projects or collaborations that Rusk is particularly excited about
We’re thrilled about several upcoming projects and collaborations at Rusk Media. While we’re excited to announce new seasons of our popular shows like School Friends, Couple Goals, and Playground, we’re also venturing into exciting new territories this fiscal year. One area of focus is our expansion into content based on real-life stories, biographies, and docu-dramas. We believe in the power of authentic storytelling to captivate and inspire our audience, and we’re eager to bring compelling narratives to life on screen.
Additionally, we’re delving into the rich reservoir of ancient Indian mythology to develop original intellectual properties (IPs). Drawing from this vast and culturally significant source material, we aim to create innovative and immersive storytelling experiences that resonate with audiences both locally and globally.
These projects reflect our commitment to diversifying our content offerings and exploring new creative avenues. We can’t wait to share these exciting ventures with our audience and partners alike.
On Rusk ensuring its content resonates with audiences across different regions and demographics
Ensuring that our content resonates with diverse audiences across different regions and demographics is a key priority for Rusk Media. While our primary audience largely consists of the 15-30-year-old demographic from North India, predominantly Hindi-speaking markets, we understand the importance of catering to a variety of tastes and preferences.
With successful scripted IPs such as Dude, Couple Goals, School Friends, and Playground, we’ve already established a strong connection with our target audience. These shows have resonated well with our audience, providing us with valuable insights into their preferences. To continue engaging with our audience and staying relevant in the ever-changing landscape, we focus on creating content that reflects the top genres and themes of the time. Whether it’s romance, a slice of life, friendship, or aspiration, we ensure that our content addresses themes that have demonstrated strong acceptability and watch time among our audience.
By remaining attentive to audience feedback and trends, we strive to produce content that not only entertains but also deeply connects with viewers across different regions and demographics. This approach allows us to maintain a strong rapport with our audience while adapting to their evolving needs and interests.
On Rusk’s strategy of blending TV-style storytelling with snackable content for a holistic viewing experience
At Rusk Media, our strategy revolves around crafting storytelling experiences that resonate with Gen-Z audiences. As the saying goes, “Don’t just do it, be it.” We believe in immersing ourselves in the issues, concerns, and motivations of Gen Z, ensuring that our content reflects their worldview authentically. Recognising the infamous short attention spans of Gen Z, we’ve embraced the concept of snackable content, typically lasting around 15 minutes. This format allows us to deliver engaging stories in a manner that aligns seamlessly with our audience’s preferences.
When it comes to incorporating “TV-style storytelling” into our approach, we’re focused on creating multi-episode, multi-season franchises that provide a holistic viewing experience. While the term “TV-style telling” often refers to content with extended narratives and the potential for franchise expansion, we prioritise developing relatable characters and compelling storylines that viewers will want to revisit time and again.
Whether it’s a finite series or a multi-season franchise, we aim to captivate audiences with characters and narratives that leave a lasting impression. By blending TV-style storytelling with snackable content, we offer viewers the best of both worlds: familiar storytelling formats presented in an easily consumable manner, akin to enjoying a quick snack!
On Rusk staying ahead of emerging trends in digital entertainment, and the role you see technology playing in the future of content creation
Staying ahead of emerging trends in digital entertainment is a cornerstone of Rusk Media’s strategy. With a substantial presence across four social media channels, boasting close to 20 million subscribers and over one billion monthly views, we have firsthand insights into the content preferences of our target audience.
Our research and analytics team diligently gathers industry insights, enabling us to develop content that is not only relevant and relatable but also resonates deeply with Gen Z—the primary demographic we cater to. By focusing on top genres and themes like romance, slice of life, friendship, and aspiration, we ensure that our content maintains strong acceptability and watch time among our audience, predominantly 15-30-year-old males from North India’s Hindi-speaking markets.
As digital natives themselves, Gen Z expects personalised and real-time content experiences. To meet this demand, we leverage AI-led solutions to understand their dynamics and preferences better. From AI-driven content recommendations to influencer culture shaping consumption patterns, we closely follow these trends to anticipate and adapt to emerging shifts in the digital entertainment landscape.
Moreover, we recognise the transformative role of technology, particularly AI, in content creation. Gen Z’s affinity for digital expression and creativity is complemented by AI-driven photo and video editing tools, empowering them to produce high-quality content for social media platforms. Additionally, innovations like “Sora” and other text-to-video AI apps herald a new class of entertainment experiences, which we are eager to explore and integrate into our content offerings.
By embracing technology and closely monitoring emerging trends, we position ourselves to deliver innovative and engaging content experiences that resonate with our audience and stay ahead of the curve in the ever-evolving digital entertainment landscape.
On Rusk Media’s future plans
Our future plans at Rusk Media are centered around continued growth and expansion across multiple fronts. Firstly, we aim to further enhance our IP library by adding to our existing repertoire of over 20 premium IPs. Over the next five years, our goal is to grow this collection to encompass more than 100 diverse and compelling IPs, catering to a wide range of trending content themes.
In addition to strengthening our content portfolio, we are committed to extending our presence across all major platforms in India, both social media and OTT. By maximising our reach and accessibility, we ensure that our content reaches audiences wherever they are, fostering deeper engagement and connection with our brand.
Furthermore, we have ambitious plans to take our IPs global, leveraging their universal appeal to reach audiences beyond Indian shores. By expanding our footprint internationally, we not only broaden our audience base but also establish Rusk Media as a recognised player in the global entertainment landscape.
These strategic initiatives reflect our commitment to innovation, growth, and delivering high-quality content experiences to audiences worldwide. We’re excited about the opportunities that lie ahead and look forward to realising our vision for Rusk Media’s future.
iWorld
Diljit Dosanjh’s Dil-Luminati tour generates Rs 943 crore impact
EY report says 14 concerts across 13 cities sparked jobs, tourism and spending
MUMBAI: What began as a music tour quickly turned into an economic crescendo. The India leg of Diljit Dosanjh’s Dil-Luminati tour has generated a measurable economic impact of nearly Rs 943 crore, according to a socio-economic impact report prepared by EY.
Spread across two months in late 2024, the tour travelled through 13 cities with 14 performances, drawing more than 3.2 lakh fans and selling out shows in roughly 10 minutes on average.
The concerts began in New Delhi on October 26 and wrapped up with a New Year’s Eve finale in Ludhiana, the singer’s hometown. In between, the Punjabi superstar turned stages across cities such as Mumbai, Bengaluru, Hyderabad, Kolkata and Guwahati into high-energy gatherings where music, fandom and travel blended into a nationwide spectacle.
According to the EY analysis, the tour generated Rs 276 crore in direct revenue for organisers through ticket sales, sponsorships and food and beverage spending at venues. Indirect spending by fans pushed the economic ripple effect even further, contributing an estimated Rs 553 crore through travel, accommodation, tourism and shopping.
Government revenues added another Rs 114 crore, including Rs 111 crore in GST and around Rs 2.5 crore in local permissions and fees.
Ticket sales were the main driver, accounting for about 80 per cent of direct revenue, with prices ranging from Rs 2,499 for silver tickets to as much as Rs 60,000 for premium lounge access. The gold category emerged as the most popular, generating more than half of the ticketing revenue.
The concerts were not just local gatherings. Nearly 38 per cent of attendees travelled from other cities to catch the shows, turning the tour into a travel magnet. Many extended their trips by two to three days, boosting hotel stays, dining and tourism activities in host cities.
Air and rail travel together accounted for around 70 per cent of inter-city travel costs linked to the concerts, while nearly half of travelling fans stayed with friends or family.
Cities hosting the tour also saw noticeable spikes in travel bookings. Flight bookings to Chandigarh, for instance, rose by about 300 per cent year on year around the concert dates, while cities such as Delhi, Ahmedabad and Indore saw booking growth of roughly 100 per cent.
Beyond the stage lights and thumping speakers, the tour also created a significant employment surge. The report estimates that more than 118,000 man-days of work were generated, including about 69,000 direct man-days and over 48,000 indirect man-days across sectors such as security, logistics, hospitality and technical production.
Security, safety and crowd management alone accounted for roughly half of the direct employment created during the concerts, reflecting the scale of operations required to stage such large events.
More than 15 brands partnered with the tour, turning concerts into a playground for creative marketing. From themed merchandise drops to experiential campaigns and exclusive ticket access deals, companies tapped into the singer’s massive fan base to amplify their reach.
The official ticketing platform recorded over 62.5 lakh visitors during the sales window and processed more than 1.2 lakh ticket orders, underscoring the intense demand for live events anchored by home-grown artists.
The tour also doubled as a cultural roadshow. At each stop, Dosanjh embraced local traditions, sampled regional cuisine and showcased India’s diversity through his social media posts and stage interactions, turning concert stops into mini travel diaries.
For the wider entertainment industry, the Dil-Luminati tour is being seen as a marker of how large-scale live concerts can drive economic activity well beyond the stage. The report suggests that India’s live music sector could grow rapidly in the coming years as demand for large events continues to surge.
In other words, the Dil-Luminati tour did more than fill stadiums. It moved crowds, boosted city economies and showed that when live music hits the right note, the ripple travels far beyond the final encore.
