YRF Strengthens Its Marketing Leadership, Elevates Hemant Kundnani as Head of Marketing

Yash Raj Films (YRF) has strengthened its marketing leadership by promoting Hemant Kundnani to Head of Marketing, expanding his responsibilities from his previous role as Senior General Manager – Communications.

Kundnani will report directly to Akshaye Widhani, CEO of Yash Raj Films, and will lead the studio's marketing strategy across its film and entertainment businesses. The appointment comes as YRF continues to develop its operations across India and international markets.

Hemant Kundnani Gets Wider Marketing Mandate

In his new role, Kundnani will oversee YRF's broader marketing strategy, bringing together areas including digital strategy, content marketing, analytics, partnerships and communications.

According to YRF, the expanded mandate is intended to support the studio as it builds and evolves its various businesses and connects its entertainment properties with audiences in India and overseas.

Kundnani has been with YRF for nearly five years, during which he has been closely involved in shaping communications for the studio and its different businesses.

He brings more than 15 years of experience in marketing and entertainment, with professional expertise spanning digital strategy, content marketing and strategic alliances. Before joining YRF, he held leadership positions at The Walt Disney Company, including roles connected with Fox Star Studios, Disney Interactive and UTV.

YRF Emphasises an Audience-First Approach

Commenting on the promotion, YRF CEO Akshaye Widhani highlighted Kundnani's understanding of the entertainment industry, audiences and the changing marketing environment.

Widhani also pointed to Kundnani's experience across multiple disciplines as an advantage as YRF develops a more strategic, integrated and audience-first approach to marketing.

The move also fits into YRF's broader approach to marketing. The studio describes its marketing operation as a multidisciplinary team involving marketing, creative, media, business, technology, analytics and finance, with audience behaviour at the centre of its strategy.

Part of a Wider Expansion at YRF

Kundnani's promotion comes during a period of broader organisational development at YRF.

In August, the studio appointed Zena Kotwal as Head of Management & Strategy for YRF Talent. YRF Talent currently manages artists including Rani Mukerji, Ayushmann Khurrana, Sonam Kapoor, Ahaan Panday, Aneet Padda, Sharvari, Vaani Kapoor and Shreya Chaudhry.

YRF has also expanded its music business through Raah Records, launched in August to develop India's independent music talent. Earlier this year, the company announced an investment in Rusk Media as part of its interest in India's emerging vertical entertainment economy.

These developments indicate that YRF's ambitions extend beyond traditional film production and distribution, with the company building multiple entertainment businesses around its core studio operations.

Marketing Becomes Increasingly Central to Entertainment

The role of marketing in the film business has changed significantly as audiences consume entertainment across cinemas, streaming platforms, social media and digital communities.

YRF itself notes that simply creating awareness around a film is no longer enough. Its marketing approach focuses on positioning individual films and talent for relevant audiences, while developing different communication and channel strategies around them.

Kundnani's expanded responsibilities therefore come at an important time for the studio, particularly as YRF manages theatrical releases, entertainment properties, talent initiatives and its growing international ambitions.

A Strategic Internal Promotion

The appointment is also notable because YRF has chosen to promote an executive who already understands the studio's internal operations and communication ecosystem.

Kundnani's nearly five years inside YRF give him direct experience with the company's brands, audiences and evolving business structure. His previous work across Disney, Fox Star Studios and UTV also gives him experience across traditional entertainment, digital platforms and strategic partnerships.

For YRF, the promotion provides continuity while giving its marketing function a broader leadership mandate.

What It Means for YRF

The elevation of Hemant Kundnani signals that marketing is becoming an increasingly important part of YRF's wider growth strategy.

As the studio expands across film, entertainment, talent, music and international markets, building stronger connections between content and audiences will be central to its next phase.

With Kundnani now responsible for the marketing strategy across YRF's film and entertainment verticals, the studio is placing greater emphasis on an integrated, data-aware and audience-focused approach to building entertainment brands.

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