New South Wales is hoping to appeal to Indian visitors and boost the local tourism industry.
The new campaign will focus on Indian inbound tourists and will aim to increase the number of visitors from India by ten per cent over the next year.
It has taken more than 12 months to develop the new initiative and it focuses on encouraging Indians to consider taking a trip to Australia to visit friends and family who live in the country, reports the Sydney Morning Herald.
A total of four 60-second commercials have been made for the campaign and feature Indian families flying to New South Wales for some "jhappi time".
Premier Barry O'Farrell, explained the campaign is "as important to New South Wales today as throwing another shrimp on the barbie was for Australia a number of decades ago".
He added: "India is a young country with an expanding middle class and so trying to tap into that tourism stream is incredibly important."
According to Tourism Australia, there has been a strong rise in visitor numbers, with a 4.5 per cent rise in growth by British holidaymakers during the 12 months to November 2013.
Posted by Ravin Chatlani.