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Australian state New South Wales wants its share of Indian travelers headed down under.

The state released a creative new marketing campaign this week targeting young Indian travelers and families.

The Bollywood-themed campaign includes three similar videos that show Indians surprising their friends and family with tickets to Sydney for ‘jhappi,’ or hug time.

Sydney-based Bollywood director Anupam Sharma created the three ads which portray a family traveling to their daughter’s graduation, a mother attending her daughter’s baby show, and friends visiting friends in Sydney.

The ads are different from the average tourism video in that each includes a small story plot and a short upbeat music video. The videos also feature snapshots of other attractions outside of Sydney.

The campaign will be promoted across South Wales’ social media channels in addition to print ads and billboards.

According to Skift’s competitive intelligence platform SkiftIQ, New South Wales is equally active on Facebook and Twitter where it posts two to three updates per day.

Below are the four ads created for New South Wales’ jhappi time campaign:

An Indian family travels to Sydney for their daughter’s university graduation.

Friends travel to India to visit other friends.

A mother is surprised by her husband with tickets to go to her daughter’s baby shower in Sydney.

A music video produced in different parts of Sydney.

Photo Credit: A husband surprises his wife with tickets to Sydney for their daughter's baby shower. New South Wales / YouTube