<iframe id="my-player" width="720" height="405" id="my" src="//rutube.ru/play/embed/7163336" frameborder="0" webkitAllowFullScreen mozallowfullscreen allowfullscreen></iframe>
<div class="play" id="play">play</div>

	<script>

var player = document.getElementById('my-player');

var play = document.getElementById('play').onclick = function(){

player.contentWindow.postMessage(JSON.stringify({
    type: 'player:play',
    data: {}
}), '*');
};