MUMBAI, Aug 20: Tourism Australia has unveiled the next chapter of its globally successful Come and Say G’day campaign, with a locally tailored version launched in India today featuring entrepreneur and philanthropist Sara Tendulkar alongside animated mascot Ruby the Souvenir Kangaroo.
Nishant Kashikar, Country Manager – India & Gulf, said the campaign highlights how Australian holidays create lasting memories for Indian visitors. “Our new campaign extends a bespoke invitation to Indian travellers to experience a holiday that lasts a lifetime. We are thrilled to collaborate with Sara Tendulkar, whose genuine connection with Australia makes her a natural fit. We are equally excited to welcome her into our Friend of Australia advocacy program,” he said.
Sara Tendulkar expressed her delight at joining the initiative: “There is something about Australia that keeps calling me back. From bustling cities and relaxing beaches to amazing food and curious wildlife, the memories I’ve made are the souvenirs I take home. I hope Indian travellers will be captivated by the warmth and diversity Australia offers.”
The campaign builds on the global platform first launched in October 2022. Since then, India has become Australia’s fifth-largest inbound market. In the 12 months to June 2025, over 450,000 Indians visited Australia, up 8 per cent year on year. Visitor spending reached AUD 2.7 billion for the year to March 2025, a 14 per cent rise from 2024.
Tourism Australia Chief Marketing Officer Susan Coghill emphasised the importance of local resonance: “Ruby the Souvenir Kangaroo has become our global campaign star, but to connect deeply in India we needed authentic voices. Sara’s personal love for Australia allows her to share memories in a way that feels real and relatable. Instead of one global talent, we are now working with people who genuinely love Australia, and that authenticity inspires travellers to book their trip.”
The campaign, developed with Droga5 ANZ, will run across multiple platforms in India, including connected television, outdoor advertising, social media, and digital channels.
Tourism Australia sees India as a rapidly growing market. With international travel rebounding strongly since 2022, arrivals to Australia are projected to reach 10 million in 2026 and 11.8 million by 2029, according to Tourism Research Australia.
By weaving together Ruby’s playful storytelling and Sara Tendulkar’s first-hand experiences, the campaign aims to strengthen emotional connections with Indian audiences and inspire a new wave of travellers to explore Australia’s cities, beaches, wildlife, and culture.
(ANI)