August 20, 2025 | Press Release

Tourism Australia has unveiled the India chapter of its globally successful Come and say G’day campaign, this time roping in Sara Tendulkar as the face of its locally nuanced narrative for Indian audiences. The campaign was launched in India on August 20, 2025, marking the second phase of the tourism board’s flagship initiative.

At the heart of the campaign is Ruby the Souvenir Kangaroo, Tourism Australia’s animated brand ambassador who has fronted global marketing efforts since 2022. In India, Ruby is joined by Sara Tendulkar—entrepreneur, philanthropist, and someone who shares a personal bond with Australia.

“Our new campaign extends a bespoke invitation to Indian travellers to visit Australia and experience a holiday that lasts a lifetime,” said Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia. “Sara’s genuine connection with Australia and her ability to share authentic memories made her the perfect fit for our India campaign.”

For Sara Tendulkar, the partnership is a natural extension of her own travel experiences. “There is something about Australia that keeps calling me back,” she said. “From bustling cities and pristine beaches to unique wildlife, surfing, snorkelling and coffee culture, every visit has given me memories that feel like souvenirs.”

Why India Matters
The decision to customise the campaign for India reflects the market’s growing significance. India is now Australia’s fifth-largest inbound tourism source, welcoming over 450,000 Indian visitors in the 12 months to June 2025—an 8% increase year-on-year. More importantly, Indian visitor spend hit AUD 2.7 billion in the year to March 2025, up 14% from the previous year.

Tourism Australia Chief Marketing Officer, Susan Coghill, noted that while Ruby remains the global mascot, engaging local personalities like Sara Tendulkar is critical to building stronger resonance in India.

“Instead of relying on one global face, we’re working with people who already love Australia and can authentically share that passion,” Coghill said. “Sara’s connection isn’t manufactured—it’s genuine, and that authenticity is key to inspiring Indian travellers.”

Campaign Rollout
Developed with Droga5 ANZ, the multi-channel campaign will run across connected TV, outdoor media, digital platforms, and social channels in India. It builds on the momentum of the original Come and say G’day campaign, which has been live globally since October 2022.

Looking ahead, Tourism Research Australia forecasts international arrivals to touch 10 million in 2026, growing further to 11.8 million by 2029—with India expected to remain a vital growth driver.

By blending Ruby’s global appeal with Sara Tendulkar’s personal voice, Tourism Australia hopes to inspire more Indians to turn their Australian holiday dreams into lifelong memories.