Sara Tendulkar, daughter of cricket legend Sachin Tendulkar, has been named a brand ambassador for the Australian government’s revamped global tourism campaign, Come and Say G’day.
The $130 million campaign aims to reignite international travel to Australia, with a series of tailored ads rolling out across key markets throughout the year.
The campaign will launch first in China on 7 August, before being introduced in India, the United States, the United Kingdom, and Japan. The campaign’s signature mascot, ‘Ruby the Roo’, will be joined by high-profile international figures to appeal to regional audiences.
For the Indian market, Australian Tourism Managing Director Phillipa Harrison confirmed that Sara Tendulkar—described as an “entrepreneur and philanthropist”—will front the campaign. “These international stars will combine with local talent to create bespoke invitations for each market, showcasing the unique experiences Australia offers,” said Harrison.
Joining Tendulkar on the global line-up are Robert Irwin, son of wildlife icon Steve Irwin, representing the US market; celebrity chef Nigella Lawson in the UK; actor Yosh Yu in China; and Japanese comedian Abareru-kun. Australian actor Thomas Weatherall also features across the campaign.
This marks the second chapter of Come and Say G’day, first launched in October 2022. The new phase will run for the next two years, bringing the Australian federal government’s total investment in the initiative to $255 million.
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