Tourism Australia Ropes in Sara Tendulkar to Woo Indian Travellers

In a bold effort to engage Indian travellers, Tourism Australia has appointed Sara Tendulkar—daughter of cricket legend Sachin Tendulkar—as the Indian face of its ongoing USD 130 million “Come and Say G’Day” global tourism campaign. The campaign—which features renowned characters such as Robert Irwin in the U.S., Nigella Lawson in the UK, Yosh Yu in China, and Abareru⁁kun in Japan—seeks to highlight Australia’s diverse landscapes, wildlife, and cultural experiences tailored to major international markets.

Sara Tendulkar, a well-known influencer with millions of followers and a reputation for travel and lifestyle content, is the ideal choice to connect with the youth and family segments in India. Her recent social media posts—showcasing her memorable Australian holiday across Queensland, the Gold Coast, the Great Barrier Reef, and Lizard Island—have already sparked travel enthusiasm among Indian audiences. 

From August 7 onwards, her campaign segment will be released across digital and traditional media channels in India, inviting her fans to explore experiences such as snorkelling with marine life, beach adventures, and encounters with iconic Australian wildlife—all featuring the animated mascot Ruby the Roo.
This move is strategic: Tourism Australia aims to increase inbound travel from India by integrating market-specific storytelling with recognisable faces, making the campaign more relatable and compelling for Indian audiences.

In Summary:

• Appointee: Sara Tendulkar as Indian ambassador
• Campaign: “Come and Say G’Day”, valued at USD 130 million
• Goal: To attract Indian tourists by leveraging Sara’s influence and authentic travel narratives.

Stay Updated

Now you can always stay updated with the latest marketing news, only @marketingmaverick.in

Also, don't forget to link with us at https://in.linkedin.com/company/marketingmaverick.in