Mumbai-based Yash Raj Films has launched a production banner, Y-Films, to produce films catering to India’s youth audience.

The new label’s slate will feature a mix of genres – including thrillers, comedies and films aimed at young women – with a heavy emphasis on youth-friendly music. The first Y-Films release will be romantic comedy Luv Ka The End, starring Shraddha Kapoor, which is scheduled to open on May 6.

Ashish Patil, formerly head of youth music channel MTV India, is heading the new outfit. “Y-Films promises to deliver kick-ass films of the youth, by the youth, for the youth. And be a platform for new talent – both on screen and behind the scenes – who will challenge, break and set new rules of story telling,” Patil said.

Indian studios are increasingly targeting the youth audience as over 70% of India is below the age of 35. At the same time, big-budget family movies aimed at all age groups and all audience segments are often missing the mark at the box office.

UTV Motion Pictures started the trend of diversification with its Spotboy label which produces smaller, edgier films such as Neeraj Pandey’s A Wednesday. Balaji Motion Pictures has since launched its ALT Entertainment banner, while Viacom 18 Motion Pictures recently launched Tipping Point Films.