Sara Tendulkar joins $130 million tourism campaign as brand ambassador for this country

Time of India

a day ago

What do a kangaroo, a cricket legend's daughter, a wildlife warrior, and a celebrity chef have in common? They're all starring in Australia's bold new plan to get the world to pack its bags and say:
G'day!
Australia is all set to roll out the second chapter of its glitzy global tourism campaign titled 'Come and Say G'day,' and this time, it comes with tailor-made invites for travellers across the world.
The campaign is worth a whopping $130 million and will run for the next two years, adding to the already impressive $255 million the Australian government has pumped into global tourism promotion since 2022.
But what's making waves in India? Sara Tendulkar, daughter of the God of Cricket himself, has been picked as the face of the campaign here.
A Roo, a Ruby, and a reminder to travel
At the centre of this vibrant campaign is none other than Ruby the Roo, a CGI kangaroo who became the cuddly mascot of Australian tourism during the campaign's first outing in 2022.
Ruby is back—this time, with famous friends.
Each key international market gets its own celebrity companion for Ruby. For the US, it's Robert Irwin, son of the late and beloved Steve Irwin, bringing in all the wildlife adventure feels. The UK gets its travel invite from Nigella Lawson, the queen of decadent food and comforting charm. China sees actor Yosh Yu, and in Japan, comedian Abareru-kun is set to woo wanderers with humour and charm.
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For India, the campaign's voice is Sara Tendulkar, introduced by Tourism Australia.While she's long been in the public eye, this marks one of Sara's first major international brand collaborations. And it's not just symbolic—India is one of Australia's fastest-growing tourism markets, and Sara's star power is clearly expected to resonate with the desi travel crowd.
Coming soon to a screen near you
The campaign is designed as a series of TV and online video advertisements showcasing the best of what Australia has to offer, from coral reefs and kangaroo encounters to vineyard lunches and stargazing in the outback.
The videos are customized for each country, with local celebrities inviting audiences to come experience Australia—its culture, cuisine, landscapes, and of course, the famously laid-back Aussie vibe.
First stop? China, where the campaign will launch on August 7. India and the other markets will see their own versions roll out by the end of the year.
According to Phillipa Harrison, Managing Director of Tourism Australia, this isn't just another glossy tourism promo.
'These international ambassadors, alongside Ruby the Roo and Australian stars, help us showcase the kinds of experiences today's travellers are searching for—from wildlife and food to nature, culture and beyond," she added.
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And with $130 million behind it, the campaign means business. It's just about glossy postcards and sandy beaches—Australia wants people to
plan, book
, and
board a flight
.
Stat.
This campaign is expected to make waves with its cross-cultural marketing—smartly bringing together global curiosity with local celebrities. So, whether you're a cricket fan, an Outback dreamer, or someone who's just overdue for a vacation, here's your cue: Come and Say G'day. Sara already did.