Sara Tendulkar, the daughter of cricket legend Sachin Tendulkar, has been selected as the brand ambassador for India in Australia's grand $130 million tourism campaign, "Come and Say G’day." This campaign, launching its second phase, is aimed at promoting Australian tourism globally, with the spotlight on the country’s natural beauty, unique experiences, and famous laid-back lifestyle. Sara’s involvement marks a significant moment, as it’s one of her first major international brand collaborations, positioning her as a prominent figure in the campaign targeting the rapidly growing Indian tourism market.

Australia’s campaign, which began in 2022, continues with the iconic mascot Ruby the Roo, a CGI kangaroo, who leads the call for international travelers to experience everything from Australia’s stunning coral reefs to the vast outback and world-famous vineyards. Alongside Ruby, celebrities from different parts of the world have been brought on board to engage local audiences. Robert Irwin, the son of the late Steve Irwin, represents the US market, while the UK sees celebrity chef Nigella Lawson offering her culinary insights. In China, actor Yosh Yu and comedian Abareru-kun in Japan will spread the travel message with their signature styles.

For India, the choice of Sara Tendulkar is strategic. As one of the most famous names in the country, her association with the campaign aims to attract Indian travelers seeking adventure, wildlife experiences, and cultural insights. India has become one of Australia’s fastest-growing markets for tourism, and Sara’s influence is expected to resonate deeply with Indian audiences, both cricket fans and travelers alike.

The $130 million campaign will run for the next two years and includes a series of TV and online video advertisements tailored for specific regions. These ads will showcase the best of Australia from kangaroo encounters and breathtaking outback vistas to mouth-watering food and diverse cultural experiences. Sara Tendulkar’s role in the Indian market is crucial as it builds awareness of Australia’s tourism offerings, urging potential travelers to pack their bags and explore the country’s myriad experiences.

The campaign will officially launch in China on August 7, 2025, with versions for India and other countries rolling out by the end of the year. The series of ads will invite audiences to discover the wild side of Australia, from serene beaches to unforgettable wildlife adventures and vibrant city life. Phillipa Harrison, Managing Director of Tourism Australia, highlighted that the campaign goes beyond glossy brochures, aiming to inspire real travel decisions with an emphasis on booking flights and embarking on new adventures.

The "Come and Say G’day" campaign is more than just a typical tourism advertisement; it’s a dynamic marketing initiative designed to make people not only dream of visiting Australia but take the next step in their travel planning. With a budget of $130 million, this campaign aims to create lasting connections between travelers and the diverse experiences that Australia offers. Whether you’re captivated by Australia’s cricketing history, its cuisine, or the natural beauty of the land, this is your invitation to explore and say G’day.