Yash Raj Films just brought on a major industry veteran to control its public narrative. The studio named Usha Rachael Thomas as its new Head of Communications Strategy on Tuesday. She reports directly to CEO Akshaye Widhani, taking charge of the outward-facing messaging for the entire film studio and its talent management division.
The hire places Thomas at the center of YRF’s brand voice. She is now responsible for steering press relations and social media strategy for a talent roster that includes Rani Mukerji, Ayushmann Khurrana, Sonam Kapoor, and Sharvari, confirming official reports detailing her reporting structure to the chief executive.
Thomas brings two decades of specialized media experience to the studio. Before arriving at YRF, she worked as Client Services Director at Hill+Knowlton Strategies India. She also held senior corporate communications roles across massive networks like Zee Entertainment Enterprises, STAR India, and MX Player. During her time at Zee, she helped secure an Abby Award Gold for the #ZeeforAll accessibility initiative.
Her track record at MX Player specifically gained international academic attention. She developed a business case study for the streaming platform that ultimately landed on Ivey Publishing’s Bestsellers 2025–2026 list and was featured by the Harvard Case Centre.
YRF Shifts Focus Toward Digital Micro-Dramas and UK Markets
This appointment arrives precisely as Yash Raj Films aggressively pushes into new media formats. The studio is looking far beyond traditional theatrical releases. Just last month, YRF poured capital into the digital-first entertainment company Rusk Media. That investment specifically targets the production of vertical micro-dramas and animation IPs built for Gen Z audiences.
Simultaneously, the company is attempting to widen its international footprint. YRF recently locked down a partnership to bring a stage adaptation of Dilwale Dulhania Le Jayenge to the United Kingdom, testing the waters for major cross-border IP exploitation.
CEO Akshaye Widhani made the rationale behind the new hire clear. As the studio scales its operations globally, he stated that “how we tell our stories to the world matters as much as the stories themselves.” YRF is actively building the infrastructure to sell those stories across entirely new platforms.