Sara Tendulkar Becomes the Face of Australia’s $130 M “Come and Say G’Day” Campaign
Campaign Highlights
This is the second chapter of the global “Come and Say G’Day” initiative, designed to welcome international travelers with Australia’s iconic charm, including wildlife, beaches, and vibrant cities T Unlike previous campaigns using a single global face, this edition uses local influencers across markets—like Sara in India—to create authentic, relatable narratives
Why Sara Tendulkar?
Sara brings a youthful resonance and a growing social presence. As Tourism Australia’s Managing Director Phillipa Harrison notes, market-specific figures like Sara offer authentic stories that genuinely connect with audiences.
A Multi-Country Ensemble
Alongside Sara, other notable ambassadors include:
- Robert Irwin (US),
- Nigella Lawson (UK),
- Yosh Yu (China),
- Abareru‑kun (Japan),
- Plus Australia’s own Ruby the Souvenir Kangaroo and actor Thomas Weatherall
Strategic Goals & Impact
Targeting India’s growing travel market, the campaign aims to reinspire wanderlust through memorable experiences across digital, TV, and out-of-home platforms. Tourism Australia anticipates strengthened ties with Indian travelers and sustained momentum in tourism recovery . Since launching in 2022, the overall campaign, now elevated, reflects a total federal investment of $255 million
What Sara Said
Expressing her excitement, Sara said:
“There is something about Australia that keeps calling me back. I’ve always felt so welcomed… Whether it’s surfing, snorkeling, amazing food, or vibrant coffee culture—these are the souvenirs I bring home.”
Sara Tendulkar’s role as the Indian face of Come and Say G’Day is more than just a promotional move—it’s a bridge between culture, aspiration, and travel. Her involvement blends youthful charm with genuine experience, inviting Indian audiences to embrace Australia’s unparalleled beauty and warmth.
In a remarkable new move, Sara Tendulkar, daughter of Indian cricket legend Sachin Tendulkar, has been appointed the brand ambassador for Tourism Australia’s high-profile $130 million campaign, Come and Say G’Day, tailored for the Indian audience
