At the heart of this campaign is Ruby, the animated souvenir kangaroo (mascot) from the original rollout. This time, Ruby returns alongside Tendulkar, who brings a personal and relatable perspective for Indian travellers.
Sara offered a sneak peek into the campaign via her Instagram handle, sharing a video showcasing Australia’s coastal charm. In the video, she is seen relaxing by the beach with a friend stating, “Best part of Australia? Easy. Feeling like we had it all to ourselves.” The post was captioned, “You don’t have to go far in Australia to feel like you’ve got the whole place to yourself,” and featured tags of destinations such as Melbourne, the Great Ocean Road, and Victoria.
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Speaking about the refreshed strategy, Nishant Kashikar, Country Manager – India and Gulf, Tourism Australia, highlighted the shift in approach. Unlike past campaigns that centred on a single celebrity, this new phase focuses on showcasing real travel moments from Indian visitors.
“Our new campaign extends a bespoke invitation to Indian travellers to visit Australia and experience a holiday that lasts a lifetime,” Kashikar told PTI. “The campaign creative has been tailored for cultural nuances and showcases the sort of tourism experiences Indian travellers are looking for. We couldn’t be more excited to work with Sara Tendulkar on our new campaign – her connection with Australia made her the perfect fit. We’re equally excited to officially welcome her into our Friend of Australia advocacy programme,” Kashikar said.
For Tendulkar, the collaboration holds a personal resonance. Having accompanied her father on several cricket tours to Australia during her childhood, she shares a longstanding emotional bond with the country.
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“There is something about Australia that keeps calling me back. I have always felt so welcomed,” Sara said in a statement. “I am touched and excited to be able to share a slice of the unforgettable memories I have made Down Under in Tourism Australia’s “Come and Say G’day” campaign. From the bustling cities to the relaxing beaches and curious wildlife, I know that travellers in India will be captivated by the diversity and warmth Australia has to offer. Whether it’s going surfing, snorkelling, eating amazing food, or the coffee culture, the memories I have made on a holiday in Australia are the souvenirs I take back home with me,” she was quoted as saying, according to reports.
The campaign comes at a time when Australia’s tourism sector is experiencing strong momentum following the post-pandemic revival of global travel. According to Tourism Research Australia, international visitor numbers are projected to reach 10 million by 2026 and grow further to 11.8 million by 2029.
Tourism Australia’s renewed focus on culturally tailored storytelling, coupled with Sara Tendulkar’s influence and emotional connection to the destination, is expected to strike a chord with Indian travellers seeking meaningful and memorable holiday experiences.
