Tourism Australia Launches Second Chapter of “Come and Say G’day” Campaign in India

Starring Sara Tendulkar and Ruby the Souvenir Kangaroo

20 August 2025, India – Tourism Australia has unveiled the next chapter of its globally successful “Come and Say G’day” campaign, specifically tailored for Indian travellers. The refreshed campaign continues to feature the animated brand ambassador Ruby the Souvenir Kangaroo, now joined by Sara Tendulkar, entrepreneur and philanthropist, to resonate more deeply with the Indian audience.

Tourism Australia- A Personal Touch for Indian Travellers

Highlighting the emotional connection Indian travellers have with Australia, the campaign brings to life unforgettable experiences through authentic storytelling.

“Our new campaign extends a bespoke invitation to Indian travellers to visit Australia and experience a holiday that lasts a lifetime,” said Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia.
“The creative has been tailored to Indian cultural nuances, showcasing tourism experiences that truly appeal to this market. Sara Tendulkar’s connection with Australia made her the perfect choice, and we’re thrilled to welcome her to our ‘Friend of Australia’ advocacy program.”

Sara Tendulkar on Her Australia Connection

Sharing her excitement, Sara Tendulkar said:

“There’s something about Australia that keeps calling me back. From bustling cities and serene beaches to curious wildlife, every moment feels warm and welcoming. Whether it’s surfing, snorkelling, exploring cafés, or indulging in amazing food, the memories I’ve made there are the souvenirs I’ll always carry with me.”

India – A Growing Market for Australia

The campaign builds on the momentum of Tourism Australia’s global marketing efforts since October 2022.

• India is now Australia’s fifth-largest inbound tourism market.
• In the 12 months to June 2025, over 450,000 Indian visitors travelled to Australia — an 8% increase year-on-year.
• Indian visitor expenditure reached AUD $2.7 billion in the 12 months to March 2025, marking a 14% jump compared to 2024.

Authenticity at the Heart of the Campaign

Tourism Australia’s Chief Marketing Officer, Susan Coghill, emphasized the importance of authentic connections:

“Ruby the Souvenir Kangaroo has become our global campaign star, but for India, we wanted to add a local voice. Sara Tendulkar’s genuine love for Australia helps us connect with Indian travellers in a real and relatable way. This authenticity is what inspires people to take the next step and book their trip.”

Multi-Channel Rollout

The campaign, developed with Droga5 ANZ, will be executed across multiple platforms in India, including:

• Connected television
• High-impact outdoor advertising
• Social media
• Digital platforms

Looking Ahead

With global travel rebounding strongly since 2022, Tourism Research Australia projects:

• International arrivals will reach a record 10 million in 2026
• Growth to 11.8 million visitors by 2029

This new chapter of the “Come and Say G’day” campaign reflects Tourism Australia’s commitment to building stronger, culturally resonant connections with Indian travellers, inspiring more to experience the warmth and diversity that Australia has to offer.