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This campaign is no ordinary advertisement. The cost is said to be around US$130 million, which makes it one of the most expensive campaigns in the list of global tourism campaigns. It will run for two years and aims to inspire people to visit Australia. The first phase starts in China on August 7. After this, it will also reach other major markets of the world by the end of the year.
By making Sara a part of this campaign, Australia has given a clear indication that it considers a country like India with a huge and young population as an important partner in their tourism sector. This move is both strategic and cultural, because Sara's popularity is constantly increasing in India.
Sara's influence on social media has been a major reason for this selection. Her fan following on Instagram has grown rapidly, and she is especially popular among the youth. Australia has understood very well that bringing a personality like Sara Tendulkar on board can prove to be a strong step to influence the Indian youth.
Sara's presence in this campaign will not be limited to just a photoshoot or advertisement. She will be actively shown on TV, digital videos, and online mediums, so that the Indian audience can get a glimpse of Australia's adventure, culture, and natural beauty.
By becoming a part of this international campaign, Sara Tendulkar has joined the list of those faces who already have a global identity. These stars include the UK's famous food writer and TV chef Nigella Lawson, Australian wildlife activist Robert Irwin, Chinese actor Yosh Yu, and Japanese comedian Abareru-kun. Along with all these, Sara is also emerging as India's youth identity.
Along with this, Australian actor Thomas Weatherall will also be seen in the creative ad of the campaign this time, and the character that has become the identity of this campaign - CGI kangaroo Ruby the Roo- is also making a comeback.
Including Sara Tendulkar in this campaign is not just a brand strategy. It is also a part of political and diplomatic thinking. Economic and cultural relations between Australia and India have strengthened in the last few years. Such initiatives can further deepen the mutual trust and partnership between the two countries.
Tourism Australia's Managing Director, Philip Harrison, while talking about the thinking behind this campaign, indicated that this initiative has been specially prepared according to five major countries. The videos have been made keeping in mind the audience of each country, which will show the experiences according to their choice.
The campaign started in 2022, and Ruby the Roo first appeared in front of everyone at that time. Now the second chapter of this campaign is starting, and it will be more elaborate and grand than ever. It will run for two years, and with this, the total investment of the Australian government can increase to US$255 million.
This time, the ads will be shown not only on TV but on every digital medium. From YouTube to Instagram and OTT, Sara will be presented in different forms, in which she will inspire Indian audiences to visit Australia.
Now, tourism is not limited to sightseeing. The priorities of the youth have changed. They look for experiences, want to come in contact with the culture, and want to do something new. By including Sara Tendulkar in this campaign, Australia has shown that it understands the thinking of Indian youth and is trying to appeal to them in the right way.
Sara Tendulkar has been in the headlines for a long time due to her personal life. However, in recent times she has made huge strides herself. She was in the news a few months earlier when she bought a franchise in Jetsynthesys’s Global e-Cricket League. Her education, her fashion sense, and her calm nature have always been in the news, but now she is on a new path. This path is taking her to the global stage.
A new generation of India is looking at her and thinking about a country like Australia through her. This is not just an advertisement, but an attempt to connect two cultures.
It will be interesting to see in which direction this first international campaign of Sara Tendulkar takes her. Will she join more international brands? Will she be active in other areas related to tourism or fashion in India? For now, it is certain that Sara is no longer just Sachin Tendulkar's daughter. She has started establishing herself as an independent image.
Australia's inclusion of Sara Tendulkar in their international tourism campaign is not just a marketing strategy, but the beginning of a cultural dialogue. It can further strengthen the relationship between India and Australia. Australia has shown that it values India and is taking the right steps to connect with the Indian youth.
For Sara, this campaign can open many doors in the future. It is a start – and perhaps she is creating a new identity of her own, one that is beyond cricket, but still connected to the legacy she comes from.
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