Tourism Australia has launched the next chapter of its global “Come and say G’day” campaign in India, introducing a fresh face to connect with Indian audiences – entrepreneur and philanthropist Sara Tendulkar.
The campaign brings back Ruby, the animated souvenir kangaroo, who has been the global mascot since 2022, while adding a local dimension through Tendulkar’s personal connection with Australia.
“Traditionally, our campaigns have featured one global celebrity. But in India, we wanted to capture real stories and authentic experiences,” said Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia. “Sara’s love for Australia and the memories she carries from her travels make her the perfect fit. We are also delighted to welcome her into our ‘Friend of Australia’ advocacy program.”
Sharing her excitement, Tendulkar said Australia holds a “special place” in her heart. “From the beaches and coffee culture to the wildlife and adventure sports, every trip has given me memories I cherish. I’m excited to share that with Indian travellers.”
The move comes at a time when India has become Australia’s fifth-largest inbound tourism market, with more than 450,000 Indian visitors in the 12 months to June 2025 – an 8% rise year-on-year. Visitor spending also touched AUD $2.7 billion in the same period, up 14% from 2024, according to Tourism Research Australia.
Tourism Australia’s Chief Marketing Officer Susan Coghill said the strategy reflects a shift towards local storytelling. “Ruby has become a global star, but to truly connect with Indian travellers, we needed someone who could speak to their aspirations in an authentic way. Sara does exactly that.”
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