USHA RACHAEL THOMAS TO LEAD COMMUNICATIONS AT YASH RAJ FILMS

Yash Raj Films has appointed Usha Rachael Thomas as Communications Head. With over 18 years in corporate communications, PR, and marketing, Thomas brings award-winning expertise from Disney Star, Zee Entertainment, and Amazon MX Player. Her track record in global campaigns, talent positioning, and media strategy positions her to shape YRF’s brand narrative worldwide.

Yash Raj Films (YRF), one of India’s most iconic film studios, has announced the appointment of Usha Rachael Thomas as its new Communications Head. A seasoned leader in corporate communications, marketing, and public relations, Thomas will oversee YRF’s global narrative, brand voice, talent positioning, and media strategy, strengthening the studio’s presence in an increasingly competitive entertainment landscape.  

Thomas brings with her more than 18 years of experience across Fortune 500 companies, OTT platforms, and startups. Her career has been defined by disruptive, award-winning integrated marketing campaigns and a reputation for predicting industry trends while nurturing strong stakeholder relationships. A former journalist with nine years of newsroom experience, she has consistently demonstrated excellence in strategic communication planning, digital marketing, crisis management, and global PR initiatives.  

Her professional journey includes leadership roles at Disney Star India, Zee Entertainment Enterprises Limited, and Amazon MX Player, where she spearheaded campaigns that set benchmarks in the industry. Among her many milestones is the Abby Award Gold for the pioneering #ZeeforAll initiative, which redefined inclusive marketing and PR. She also led the PR and digital strategy for cricketers KL Rahul and Athiya Shetty’s charity auction, Cricket for a Cause, raising over ₹2 crores for the Vipla Foundation.  

Thomas’s thought leadership extends into academia, with her co-authored case study on Indian OTT content strategy, marketing, and monetisation—developed in collaboration with MICA—published by IVEY and listed at the Harvard Case Centre. Her creative vision has also been recognised globally, with a Cannes Lion for Lux’s groundbreaking campaign The End and a Silver award at the Digital India Awards for a tech-enabled campaign with the Singapore Tourism Board.  

Between 2007 and 2019, she played a pivotal role in shaping the marketing and PR strategies for Indian television’s fiction and non-fiction series at STAR, ZEE, and SET, delivering campaigns that resonated with audiences nationwide. Her academic achievements include topping Mumbai University in Post Graduation in Journalism & Mass Communication, where she was awarded the prestigious Jehan Daruwala Scholarship.  

As she steps into her new role at YRF, Thomas is expected to bring her trademark blend of creativity, foresight, and strategic acumen to the studio’s communications. Her appointment signals YRF’s commitment to strengthening its brand narrative globally, ensuring its stories and talent continue to captivate audiences across markets.