Tourism Australia has added a quirky twist to its global marketing, enlisting cricket royalty and cartoon charm to woo one of the fastest-growing visitor markets.
Sara Tendulkar, daughter of Indian cricket legend Sachin Tendulkar, has been unveiled as the newest face of the “Come and Say G’day” campaign in India. She stars alongside Tourism Australia’s animated mascot, Ruby the souvenir kangaroo, in a push to capture the imagination of young Indian travellers.
The partnership highlights Australia’s strategy to pair celebrity influence with playful storytelling. With cricket holding near-religious status in India, Sara’s involvement brings instant recognition and credibility. Ruby, meanwhile, provides the light-hearted appeal that Tourism Australia has increasingly leaned into to stand out in a crowded global market.
The Indian market is booming. In the past year, more than 450,000 Indian visitors travelled to Australia, injecting AUD 2.7 billion into the economy. With a fresh AUD 130 million investment in its global campaign, Tourism Australia is positioning India as a cornerstone of its recovery and growth strategy.
For Australian travel agents, the quirky campaign is more than a marketing gimmick. It’s a signal that India is fast becoming a priority source market. Agents can expect greater demand for premium itineraries, family-friendly travel, and experiences that link Australia’s natural wonders with its sporting culture.
As Sara herself put it, this is the kind of work she wants to keep doing—advocating for Australia while blending fun, relatability, and a dash of cricketing nostalgia.
With Ruby the kangaroo by her side, Australia’s tourism pitch to India has never looked more playful.
